Phase 3 Marketing and Communications

BACKGROUND

Introduce your business and what you do there.

I’m the director of business development and marketing for Benning Construction. We’re a 70-year-old contracting firm in Atlanta, Georgia. We specialize in retail, self-storage, educational, cinema, and other types of renovations and building work. I’ve been with the company for 15 years.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Phase 3 Marketing and Communications?

We needed help to rebrand our company. We hadn’t changed our brand, logo, or messaging cohesively in 30 years, so we needed a fresh look.

SOLUTION

What was the scope of their involvement?

Phase 3 did a complete rebrand. First, we did a brand audit to survey and see our existing brand expression in the marketplace, including what our customers and other people thought of us and their opinion on our brand image and reputation. Based on that soul-searching, Phase 3 developed a brand narrative and expression all the way through our mission statement and core values. They created a theme around that and did a new logo, website, and marketing materials such as letterheads, business cards, envelopes, jackets, hats, and gloves.

They developed our WordPress website from the ground up; we didn’t use anything from our previous site. Additionally, they trained us to edit and update the website internally.

What is the team composition?

We had about 12 team members working on the project. We initially spoke to a business development person; he brought on more resources as the scope progressed.

How did you come to work with Phase 3 Marketing and Communications?

They weren’t a referral; I did some print and media work with Phase 3 before, mostly for print brochures and tri-folds. Considering the scope of the project, getting the firm right was vital for us. We went through an extensive process; we interviewed three other firms and received full-fledged proposals from them.

How much have you invested with them?

We spent about $250,000.

What is the status of this engagement?

We worked together from August 2021–August 2022.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We don’t have any data on the website yet, but the feedback from our customers has been nothing but positive.

How did Phase 3 Marketing and Communications perform from a project management standpoint?

Project management was great; they were really time-sensitive. They understood how we thought as contractors, so they did an excellent job keeping everything on schedule. We communicated through Microsoft Teams, Zoom, emails, and in-person work sessions. However, we did most of the work through video calls because it was right in the middle of the COVID-19 pandemic.

What did you find most impressive about them?

Their creative approach to messaging and branding was a key differentiating factor. Their thought process was outstanding; they were profound thinkers. Construction isn’t exciting or easy to sell, but they were great at tailoring our message to resonate with our core audience while keeping it simple.

Are there any areas they could improve?

Our only constructive criticism would be about turnover. We lost some team members during the project, which caused a few disruptions and was a bit concerning. They were able to stay on schedule, but we understood that setback — since it was during the COVID-19 pandemic, the whole world was thrown-off.

Do you have any advice for potential customers?

Listen to them and let them work independently; don’t micromanage them.

BACKGROUND

Introduce your business and what you do there.

I’m the director of marketing at a real estate firm. I oversee our marketing, branding, social media, and PR efforts for our property portfolio.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Phase 3 Marketing and Communications?

We were looking to define our brand voice and better understand how to speak to our audiences, which includes our residents, prospects, and investment partners.

SOLUTION

What was the scope of their involvement?

Phase 3 Marketing and Communications helped us define our brand voice. The team created a guideline deck that serves as a brand book. It has examples of our lexicon and a glossary of terms that we frequently use in our marketing efforts. 

Their team also works with us on a property-specific project. They are currently developing a new brand identity, name, and logo, for that property. 

What is the team composition?

My main point of contact was Amanda (Vice President of Strategy), but we also worked with Cori (Director of National & Strategic Accounts).

How did you come to work with Phase 3 Marketing and Communications?

I initially found Phase 3 Marketing and Communications through Google, but Cory had also reached out to me letting me know about their branding capabilities.

How much have you invested with them?

We have invested between $50,000–$60,000.

What is the status of this engagement?

Our ongoing engagement with Phase 3 Marketing and Communications began in October 2019.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

Since the guidelines are being rolled out in various formats, it can be difficult to measure the different ways it has been implemented. We have seen an increase in social media engagement. Our prospects and residents are also reacting positively to the new brand voice. We’ve also seen increased brand recognition.

How did Phase 3 Marketing and Communications perform from a project management standpoint?

The Phase 3 Marketing and Communications team is great at meeting deadlines. 

What did you find most impressive about them?

They have a really creative team. Phase 3 Marketing and Communications has a way with words. The vocabulary they came up with for us was impressive and was well-received by the leaders in our company. They created a tone that is concise but really resonates. 

Are there any areas they could improve?

We had a lot of moving parts, so a tracking system or document would have been helpful. However, everything worked out great. 

Do you have any advice for potential customers?

Provide them with your big picture ideas and goals. They will color in the dots and come up with a creative solution.