The Client

 

FINFROCK is a leader in the design-build construction industry. Named one of Central Florida’s 50 Fastest Growing Companies by the Orlando Business Journal, FINFROCK delivers buildings as a product rather than a series of services. They are revolutionizing the market with their vertically integrated model and commitment to technology-driven innovation.  FINFROCK invited us to collaborate with their talented in-house marketing team to build a data-driven digital marketing strategy.

The Mission

FINFROCK wanted to measure their marketing efforts in terms of goals and fully understand what the effectiveness of their current marketing while a building a strong digital presence. We started by outlining the best ways to measure their progress and delivering detailed reports with strategic recommendations to increase client and employee recruitment. With goals set, we provided consultations to help improve SEO and social media capabilities to match the right audience with a value proposition that resonates. We helped to establish relevant tracking for important website pages, website visitor journey, web page usage, and social media growth & performance metrics.

the results

FINFROCK is creating digital content with an audience first approach increasing the impact of the targeted ads and social media campaigns they have created. Through analysis of how visitors were using their website, FINFROCK decided to engage us to help create a more streamlined visitor experience based on their business goals. After the launch of the new website, FINFROCK saw an increase in website traffic (%) and number of forms submitted (%) by potential clients, subcontractors, and employees. 

 

Strategy

FINFROCK needed strategy recommendations, so we  started with a deep dive into their analytics. Based on FINFROCK’s marketing goals, we analyzed their website and made suggestions that would increase their conversions. After FINFROCK implemented the changes, it was clear that their old website was not optimized for sales or recruitment conversions. FINFROCK then decided to partner with us to facilitate a redesign of their website with sales and recruitment as the main goals they wanted to track and measure.

 

We then outlined a new website structure that simplified their messaging and design. We also made it easier for visitors to fill out recruitment forms and client forms. The new site also included a substantial focus on videos and featured a modern, clean design.

monthly analytics reports

FINFROCK needed a better understanding of their social media and website performance. As an on-going service, we create monthly analytic reports. Based on the data, it’s easy to see which of their marketing efforts were working and where they could use some improvement. With each report, we meet with FINFROCK to review our findings, answer their questions and offer strategy recommendations. 

consultations

As part of their monthly analytics report, we help staff develop a foundation of knowledge to improve engagement and conversion rates on their marketing and ad results. This includes everything from creative brainstorming, social media advertising tactics, best practices for Instagram stories, content writing suggestions, UTM code implementation, audience targeting workshops and other digital marketing efforts..

Home page

FINFROCK focuses on gaining clients and great employees. For the home page, the “Work for Us” and “Work With Us” buttons are the main call to actions for a visitor. With the rise of videos on social media, audiences are used to watching them to consume content. With a video as the central focus, it holds audiences’ attention to create a relationship with them and give them a brief overview of the company.

our portfolio page

A robust portfolio page can be overwhelming for visitors. We redesigned FINFROCK’s portfolio page to be a more visual and simplified experience. This allows visitors to view each item more clearly. Each portfolio page also has a contact form to make it easy for visitors to contact FINFROCK. 

 

careers page

FINFROCK aims to hire qualified candidates. We reorganized the careers page to be sortable by labor/skilled jobs and professional/support jobs. From there, a potential employee can further sort it by field. This allows applicants to easily find job listings that suit them. To assist visitors and increase the ease of applying, there is an application form on each listing. 

pr page

FINFROCK currently has a large archive of media items. We designed the new PR page and organized each item into categories making it easily searchable for visitors. 

 

our value proposition page

This page outlines FINFROCK as a business model in a clear and concise way. The video header is a unique element that helps give the company a voice and a face. For interested parties, there’s a conversion form at the bottom to make it easy to start the conversation.

...skills for the resume

application development

ap·pli·ca·tion de·vel·op·ment

noun the science of turning pizza into a uniquely customized mobile or desktop program.

development

de·vel·op·ment

noun using web-based languages to build customized online experiences for marketing and internal uses that achieve a company's goals.

content management systems

con·tent man·age·ment

noun a system that allows website administrators to take control of their content and create a more active website presence.

storytelling

sto·ry·tell·ing

noun collecting, structuring, and sharing stories through writing, images, video, audio, and more.

campaign strategy

cam·paign strat·e·gy

noun a creative process to outline key themes and audiences, communications tactics, and essential channels through which the client can accomplish a message-driven goal.

live event management

live e·vent management

noun conceptualizing, planning, and implementing memorable and shareable large-scale events