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CONSTRUCTION MARKETING
CASE STUDY

Realization

Headquartered in Michigan, CSM Group is a mid-size construction company with a good reputation. Historically quiet but successful, CSM Group wished to grow its market share and its geographical market. The firm recognized that attempts to do so to date, however, were met with limited success and that there was little awareness of the firm outside its historical market.

Repositioning

Francis Marketing assessed the available market opportunities and worked with the leadership of CSM Group to identify, develop, and successfully migrate to the firm’s optimal market position, narrowing and shifting its positioning from that of a construction company to a talent-based professional services firm specializing in construction management. Francis Marketing also worked with CSM Group to introduce and educate internal staff members regarding the revised positioning strategy, and to develop channel strategies for the company’s key constituencies, ensuring relevant and persuasive positioning for each.

Results

Today CSM Group’s staff is a team of fully aligned, enthusiastic brand ambassadors who understand and deliver the CSM Group brand everyday. The firm has opened an office in an adjacent market and has significantly increased its staff. In the three years since implementing the repositioning, revenues have grown at an annual compounded rate of more than 50 percent each year. One might say those numbers are simply the result of a booming economy, but there was little of that. During the period, overall construction in the region grew by only 7 to 9 percent each year. CSM Group's growth represents huge, real increases in market share. CSM Group President, Steve East: “One of my best days in business was the day I took your phone call.”