Guthrie Douglas

Sector:
Manufacturing | Building Products | Construction & Built Environment

Services:
Market Research | Strategy | Positioning | Communications

Overview:
Guthrie Douglas is a rare client who was neither recommended nor an introduction through our network. In fact they simply searched the term ‘Construction Marketing’ and found Built for Marketing as the top result.  We take as much pride in our own marketing as we do in our clients. Impressed by our own business development approach, Guthrie Douglas’ agreement to our consultancy proposal has led to a great long term working relationship.

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The Challenge:
The mais challenge was to developed the marketing strategy for Guthrie Douglas to position them into the architectural specification market, and supported this with a new website launch and a full communications plan.

The solution and results:
Initially we carried out extensive market research to fully understand Guthrie Douglas’ market position and competition internationally. We then developed and supported the Guthrie Douglas team on implementing a strategy of alternative methods of distribution and routes to market. We worked with Guthrie Douglas to create a marketing strategy which was measurable and fully deliverable. This included a full communications plan for offline and digital activity. With a change of focus to the architectural specification market, visual imagery was a key requirement. We worked to a detailed project plan of gaining usage permissions and creating new professional photography and videography. As part of the strategy to position Guthrie Douglas as commercial shading experts in the specification market, Built for Marketing commissioned a corporate film which perfectly positions them and demonstrates their experience through case studies of landmark buildings across the globe.

We were recognised for our work with Guthrie Douglas by the Construction Marketing Awards, taking home the title of ‘Best Strategic Planning & Management‘ in 2017.

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.

We have the ability to manage the design, build and development new websites, as well us updating and improving existing ones.

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    What Guthrie Douglas says

    “The Built for Marketing team have in a relatively short space of time, become trusted advisors to the Guthrie Douglas board. Jules and Sharon’s hard work and dedication to making the Guthrie Douglas brand resonate throughout the whole architectural community cannot be faulted. The knowledge, skill set and commitment to our business’ success that BFM deliver exceeded our expectations, and I can’t thank them enough for the way they’ve driven the development of our new brand identity.”

    Andrew Kitching, Managing Director, Guthrie Douglas