CAse Study Marketing - Rebranding Success: Integrating seven companies into a unified industrial company

2ten Marketing was retained to spearhead a comprehensive rebranding and brand integration initiative for a large Industrial Group in Houston, Texas.

the goal.

The primary objective was to unify seven distinct companies recently acquired by the corporation into a single, cohesive brand. This project aimed to establish a strong, recognizable brand identity that encapsulates the combined strengths and capabilities of these companies, positioning the unified entity as the premier one-stop shop in the industrial construction space. The scope of the project included building a new corporate website, establishing brand guidelines, redesigning marketing collaterals and developing storytelling media which included video and photography, updating social media profiles, and developing internal communication materials to ensure alignment among all stakeholders. Ultimately, the goal was to enhance brand recognition, retain existing customers, attract new clients, and drive business growth through a seamless integration of the acquired companies.

Duration | One Year

Client | Industrial Company Based In Houston, TX

Building a New Website

As part of the rebranding and integration project, 2ten Marketing undertook the task of building a new website for the primary company while also managing the transition of the acquired companies' websites. The approach included several key tactics to ensure a smooth and effective transition:

New Website Development: We developed a brand-new website for the primary company, focusing on modern design, user experience, and comprehensive information about the unified brand's capabilities and services.
Co-Branding for Soft Transition: To facilitate a smooth transition for the long-term customers of the acquired companies, we implemented a co-branding strategy. This involved co-branding the new logo with the existing logos of the acquired companies. This approach helped reassure customers that they were still dealing with the same great people and services, just under a new name.
Content Transition and Page Redirection: Once the co-branding phase was established, we began the meticulous process of moving content from the acquired companies' websites to the new primary company site. This included redirecting established pages to maintain SEO value and ensure a seamless user experience.
Reorganization and Service Showcase: We reorganized the content to highlight the full suite of services now available under the unified brand. This restructuring was aimed at demonstrating the enhanced capabilities and comprehensive offerings of the new entity, making it clear to customers the added value brought by the integration.

Before

After

Media Efforts: Video and Photography

In the industrial space, relationships and familiar faces hold significant value. Understanding this, 2ten Marketing placed a strong emphasis on media efforts that highlighted the people within the organization. Our strategy involved creating engaging videos and professional photography to capture the essence of the company's culture, emphasizing the importance of people, safety, and opportunities.

Highlighting Key Figures: We produced video content featuring interviews and day-in-the-life segments with key figures within the organization, from the CEO to field team members. These videos aimed to showcase the leadership, expertise, and dedication that drive the company's success.
Storytelling Through Photography: Our photography efforts focused on capturing candid and professional shots of employees at various levels, emphasizing their roles and contributions. By highlighting familiar faces, we reinforced the message of continuity and trust for long-term customers.
Narrating the Parent Organization's Story: We crafted a compelling narrative that told the story of the parent organization, detailing its vision, values, and commitment to excellence. This helped establish a strong, relatable brand identity.
Integration of Acquired Organizations: To ensure a seamless transition for customers and employees of the acquired companies, we included testimonials and stories from individuals within these organizations. They shared their perspectives on the merger, highlighting how it benefits everyone involved and reassured customers that they would continue to receive the same level of service and care.

Internal Communication

Effective internal communication was crucial for the success of the rebranding and merger process. 2ten Marketing played a key role in ensuring that all employees were well-informed, engaged, and aligned with the new brand and organizational changes. Our efforts included several initiatives to support internal communication:

Safety Guidelines Narration: We created clear and engaging safety guidelines to ensure all employees understood and adhered to the new safety standards. These guidelines were distributed through various internal channels to reach all team members.
HR Process Enhancement: We assisted the HR departments in setting up proper employment application processes. This included designing standardized forms and workflows to streamline the hiring process and ensure consistency across the unified organization.
Presentations and Trade Show Booths: To support internal and external events, we designed professional presentations and trade show booths. These materials were used to communicate the new brand identity and showcase the full suite of services offered by the company.
Employee Swag and Event Materials: We created branded swag for employees and events to foster a sense of unity and pride within the organization. This included items like apparel, accessories, and promotional materials that employees could use and share, further promoting the new brand.

Through these efforts, 2ten Marketing ensured that internal communication was effective and comprehensive, helping to align all employees with the new brand and organizational goals.

Social Media

2ten Marketing leveraged the media captured during the rebranding process to create compelling and engaging stories for social media, with a particular focus on LinkedIn. Our social media strategy aimed to highlight the company's growth, culture, and opportunities, attracting potential employees and enhancing the brand's online presence.

Compelling Storytelling: We used the video and photography content to craft engaging narratives that showcased the company’s values, culture, and the people behind the brand. These stories highlighted the significance of relationships, safety, and opportunities within the organization.
Shareable Content: We developed shareable content that employees, clients, and followers could easily distribute within their networks. This included behind-the-scenes footage, employee testimonials, and success stories that resonated with the audience.
Educational Posts: Our posts also focused on educational content, providing insights into the industry, company achievements, and the benefits of working with or for the company. This helped position the brand as a thought leader in the industrial construction space.
Encouraging Applications: To attract potential employees, we created posts that showcased the growth and opportunities available within the company. These posts highlighted job openings, employee benefits, and the positive work environment, encouraging qualified candidates to consider applying.

By utilizing the captured media effectively, 2ten Marketing was able to enhance the company’s LinkedIn presence, making it a powerful tool for recruitment and brand building.

Behind-the-Scenes Impact

The behind-the-scenes efforts by 2ten Marketing have made a significant and long-lasting impact on the business, particularly in the realm of SEO and online visibility. Here are some key achievements:

SEO Traffic Growth: Over the course of a year, SEO traffic increased by more than 50%. This substantial growth in organic traffic demonstrates the effectiveness of our SEO strategies and the enhanced visibility of the new brand in search engine results.
Website Inquiries: In the 12 months following the rebranding and website launch, website inquiries more than doubled. This increase of over 100% in inquiries indicates a higher level of engagement and interest from potential customers.
Keyword Rankings: At the start of our engagement, the website had fewer than 200 ranking keywords. Within six months, this number grew to 500, showcasing a significant improvement in the site's search engine performance. This rapid growth is especially impactful considering that SEO typically takes time to yield results, highlighting the effectiveness of our targeted strategies.
Market Expansion: The fast growth in SEO performance has been particularly valuable for gaining consideration in different markets. By increasing the brand's online presence and visibility, we have opened up new opportunities for the company to expand its reach and attract business in various regions.

These behind-the-scenes efforts have not only enhanced the company's online visibility but also laid a strong foundation for sustained growth and market expansion. The significant improvements in SEO traffic, website inquiries, and keyword rankings demonstrate the long-term value and impact of 2ten Marketing's strategies.

The Recap

In conclusion, the rebranding and brand combining project executed by 2ten Marketing has successfully unified seven distinct companies into a cohesive, recognizable brand, establishing a strong presence in the industrial construction space. Through the development of a new website, strategic media efforts, effective internal communication, and robust social media campaigns, we have not only enhanced brand recognition and market positioning but also significantly increased online visibility and engagement. The impressive growth in SEO traffic, website inquiries, and keyword rankings underscores the long-term impact of our efforts.

As we celebrate these achievements, we look forward to discussing your next project. Whether it's further enhancing your digital presence, expanding into new markets, or any other marketing needs, 2ten Marketing is here to help you achieve your goals and drive continued success.