Re-Branding Lyjon Construction For Growth
Lyjon construction was established in 1964 and is a successful construction business. The business operates four sub brands including construction, electrical, cladding and insulation. The sectors it operates in are social housing, local authority, education and commercial sectors. The turnover is approximately £9m to £12m and has a strong balance sheet.
As with most construction companies, Lyjon Construction has felt the downturn, but due to it’s strong customer relationships some thirty years old, holds it’s own and continues to return a small profit.
Bob Evans was called in to help the business grow and return an improved bottom line.
The first thing to be done was to hold a strategic business and marketing day, with all senior management, to determine it’s current position in terms of direction, organisation and marketing strategy.
The outcome of the meeting was to re-brand and position Lyjon Construction as a £25m turnover, modern and professional construction group.
Bob then organised and developed the marketing media including, a new web site, brochures, company profile booklet, case studies and social media tools.
Once the marketing media was in place, Bob then created the off and on line marketing strategies and tactics to reach out to the target audience.
Finally a sales process was created to deliver a predictable and sustainable sales pipeline.
The business is now better positioned to compete and win work.
Bob is still working with Lyjon Construction helping to push out communications and develop the business further.
Web Site: Lyjon Construction
The intervention consisted of:
- Strategic business and marketing day with the senior management team
- The development of one page business plan
- The vital important tasks to deliver the plan
- Business Development Plan
- Marketing implementation
The one page business plan
The one page business plan sets out the business strategy over a 3 year period that begins with the current year. The current and past profit and lost account is analysed together with the objectives of the business over the next 3 years. This information is mapped out and presented in a Orbit Chart.
The Impact objectives to deliver the plan
The 12 month single page plan was created and the key projects developed as follows:
IO 1 – Get Tender Ready
- Implement ISO 9001
- Implement ISO 14001
- Implement ISO 18001
IO 2 – Build Marketing Collateral
- Plan a website
- Build a website
- Develop a new brochure
- Build social media channels
IO 3 – Communication
- Automate social media communications
- Create a sales follow up process
- Create a proposal register
- Monitor progress
Business Development plan
The plan focused on connecting the MD to a number of target personas using LinkedIn. The business is focused in the industrial construction sector and the personas are:
- Plant engineers
- Process engineers
- Structural engineers
- Mechanical engineers
- Electrical engineers
The strategy worked well and within a few months we had over 2000 connections. This then allowed the MD to engage with the connections and arrange business appointments.
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