Case Study

Sector:
Construction | Built Environment | Solutions

Services:
Marketing Strategy | Positioning | Digital Marketing

Overview:

GE Door Manufacturing (GE) appointed BFM to create and deliver a marketing strategy aligning with its business objectives: continued growth and increased profitability. Founded in 1999 and based in south Wales, the company had relied on a sales-based approach to business development. It had no inhouse or external marketing function. As part of the growth strategy, we identified opportunities to modernise the existing website, introduce a content management system and strengthen the company’s digital marketing infrastructure. There was also significant potential to increase brand visibility through a more focused and consistent social media presence.

To achieve its objectives, GE needed to broaden its focus beyond the residential market and strengthen its presence in key sectors such as commercial, education and healthcare. This would involve building relationships with specifiers, particularly within main contracting companies, while continuing to support our established residential sector customers.

Through our consultancy audit, we identified that specifiers were looking for complete systems and solutions rather than individual product ranges. They also needed easy access to reliable technical information, industry accreditations and certification details to support specification decisions.

As a result, the first priority within BFM’s marketing strategy was the development of a completely new website, providing a modern platform to support business growth and future digital marketing activity.

Launched in April 2026, the new website delivers clear product information, technical data sheets, accreditation details and a growing library of sector-specific brochures and case studies, making it easier for customers and specifiers to find the information they need.

Key Approach

While we planned and developed the website, our social media strategy focused on creating a consistent look and feel and raising GE’s visibility through regular posts targeted at specifiers.

Outcomes

As BFM continues to assemble the complex suite of technical assets required for successful specifier marketing, our work has already transformed GE’s digital presence and visibility. The company has gained over 400 new LinkedIn followers, and impressions have increased from less than 1K a month to an average of more than 10K a month.

For Built for Marketing a marketing strategy is aligned to a business’s overall plan. For marketing, this plan includes reaching prospective customers and converting them into an active customer base for either their products or services. Our client, marketing strategies ensure the company’s value proposition, key brand messaging, data on target customer demographics, and other high-level elements are fully understood and communicated internally and externally.

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    What  GE Doors says

    “Having worked with Jules and the BFM team in two previous businesses, they were my go-to resource in my new Board role at GE Doors. The transformation that BFM has brought to GE is nothing short of remarkable. The comprehensive overhaul provided by BFM has not only enhanced our digital presence but has also significantly improved our business metrics. The technical content creation has set a new standard for our marketing efforts. During our time working with BFM we have not only seen business benefits but have also built long standing relationships”. Leon Jones , director, GE Door Manufacturing

    Leon Jones, Director, GE Doors