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Marketing Piece Entry
Date of Initial Distribution:
- Specific Medium Used
- Target Audience
Developers and General Contractors working on projects in California’s Bay Area.
Marked project locations in google maps, used that info to brainstorm then design in Illustrator
- Message to be Communicated
California’s Bay Area has a rich history and high concentration of successful modular projects.
Handout at trade shows, sales meetings, and other one-on-one customer interactions.
- Entry Objective
Modular construction is a major topic everywhere, but especially in the Bay Area; new factories are coming online, developers and GCs are getting on-board, and government officials are hoping it will help alleviate major housing issues. In the conversations, many people refer to modular construction as “a new method”, but the truth of the matter is, it is tried-and-true. Guerdon has more than 10 large-scale construction projects in the Bay Area alone, the earliest dating back to 2004. We wanted to create a brochure to quickly and simply show two things: 1) the surprisingly high number and 2) the geographic concentration of successful modular projects in the Bay Area. Armed with this tool, we can help get over the “early adopter” concerns and give potential customers the confidence that they are not the first to try this and that they are in experienced hands.
- Effect on Sales, Visits, or Inquiries
The brochure worked as planned. It has been hard to keep stocked as it quickly became our sales team’s favorite tool; customers reach for them whenever they are on display, particularly at trade shows.
We first deployed the flyer at one of the region’s biggest hotel trade shows, literally blocks away from two current projects in San Jose. We armed our sales team with this simple but very impactful brochure. As potential clients looked over the map, their eyes lit up with surprise and many expressed interest in going to see the projects, or said something like, “I drive by that building all the time, but had no idea it was modular!”
As this brochure continues to be successful, we will soon have to update it with many more projects coming to the Bay Area.