|Challenge||Craft Projects International (www.cpint.hk ) is one of Hong Kong’s leading roofing specialists. In the past 12 years, they have worked on many major building projects including The Sands & Venetian Casinos in Macau plus over 17 projects at the Hong Kong International Airport including the Asia World Expo.
After 12 years in business and no marketing activities whatsoever, CPi was perceived as a company consisting of just 2 western Directors. CPi actually employs 200+ staff. it was time to update CPi’s corporate image & get the team thinking strategically about how to take the company to the next level and to streamline internal processes to maximise the company’s profit.
|Action||We produced a marketing strategy & plan and project managed a complete website build. This was the platform for all marketing activities. An email newsletter was launched to raise awareness of the company and their areas of expertise and highlight recent projects. A complete corporate rebrand including updated logo & stationery was executed to update the company’s image to better reflect the highly sophisticated and technical expertise the company offers its clients. Internal brainstorming sessions identified key action areas for improving internal efficiencies. In addition, an awareness campaign including a feature in one of the leading construction titles was executed.|
|Results||The awareness campaign was very well received by the market and the email newsletter helped to refresh dormant clients and put CPi firmly back in the front of their minds. Strategic use of budget created the perception in the market of a much larger than actual marketing spend.
New presentation materials co-developed by us have set a new standard within the construction industry for high-impact, attention-grabbing tender documents.
Major internal efficiencies implemented resulting in improved cashflow, more streamlined processes which so far have contributed to over HK$2m in additional revenue.