Compounded · Marketing leadership, Brand and positioning, Website, Demand and acquisition
American Electrical
A strong electrical contractor serving both businesses and homeowners, running marketing as a task list and looking smaller than it actually was. We made marketing part of how the business grows, on both sides.
The situation
A company winning work from both commercial clients and homeowners, with marketing that ran as a list of tasks. It worked, but it sat downstream of the business instead of shaping it, and it left a strong company presenting as a smaller one.
What we did
Stepped in as the fractional marketing leader. Evolved the brand to match the standing the company had earned, redesigned the website, built an unconventional SEO program on the company’s own data, and created the ad creative that carried the brand to businesses and homeowners alike.
What happened
Annual revenue grew more than 275%. The company is now several times the size it was when we started, and marketing went from tactical execution to part of how it grows.
growth in annual revenue across an engagement that has now run more than eight years.
01 / The problem
Marketing that ran as a task list, not a strategy.
American Electrical serves two very different buyers: businesses that need a contractor they can trust on a commercial job, and homeowners who need someone reliable at the door. Marketing to both was being done the way a lot of solid companies do it: as a series of tasks that got done. Nothing was broken. But marketing was sitting downstream of the business rather than helping to shape it.
And it was costing them in a way that is easy to miss: the company was presenting as smaller than it actually was, to both audiences.
They were already bigger than they looked. The work was making the market see it.
02 / The approach
One brand, built for two kinds of customer.
We treated marketing as strategy rather than output, and took the seat of the fractional marketing leader to do it. The brand was evolved to match the size and standing the company had actually earned, and the website was redesigned around sharper messaging that speaks to commercial clients and homeowners without diluting either.
The search work is where we broke the usual pattern. Instead of publishing articles by the hundred, we used the data the company already had to earn search presence where it counted, for both business and residential searches. Smarter use of what they owned, not more production for its own sake.
Then the ad creative. Each year’s campaign raised the brand rather than just announcing a service, so every ad made the company look as established as it was, whether it landed in front of a facilities manager or a homeowner.
A few of the annual ads.
What compounded
Annual revenue indexed to where the engagement began. The company is now more than three and a half times that size.
What we did for them
- Fractional marketing leadership
- Brand evolution
- Website redesign and messaging
- Data-led SEO for business and residential search
- Annual ad creative
- B2B and B2C positioning
Your turn.
If this reads like the position you are in, the conversation is short and the first thing we bring is a point of view, not a questionnaire.