Falcon Structures has made it their mission to revolutionize the construction industry with modular container-based structures — what’s often referred to as “modified shipping containers.” Falcon uses these structures to manufacture everything from simple air-conditioned storage units and temporary construction crew housing to the building blocks for multi-story sports stadiums and military training structures for first responders.
Falcon was searching for a HubSpot partner that could apply industry and inbound expertise to:
According to Krista Short, Director of Marketing and our main contact, a primary reason she chose Weidert Group is because of the way she found us:
“I reached out to them after doing some online research and discovering a very informative e-Book by Weidert Group. Based on that information, I could see that they’ve demonstrated the ability to quickly learn a nuanced business and customers like ours. The fact that we reached out to them meant that they were really doing inbound the right way. That’s what we wanted for our company, too.”
The scope of this sizable project included both a complete rebranding of the client’s company and a dramatic new website that reflected the new brand and more accurately addressed visitors’ and customers’ needs.
Many HubSpot features have been or are in the process of being applied to Falcon’s site and ongoing inbound program:
Branding started with a full review of all existing assets (website, collateral, imagery, stationery, logo, presentation templates, etc.); we then developed point of view on the changes needed to more accurately communicate the essential characteristics of Falcon. At the same time we established new/refined positioning, value proposition and messaging, all with the prospect/user in mind.
The branding work started with the Falcon logo. Here it is before and after:
A snapshot of the overall brand transformation can be seen here, in before and after examples of the company’s Style Guides:
Just 4 months after launching the new site, Falcon’s inbound program is generating higher results than it was previously across the board:
The Weidert Group and Falcon Structures teams are working closely to execute the ongoing inbound plan and continue to build and enhance the tools to ensure optimum performance — this includes a structured GDD program for continuous website improvements. Our sights are also set on developing a detailed Service Level Agreement (SLA) that focuses the Marketing and Sales teams on collective goals, formalizes agreement on definitions of MQLs and SQLs, and details a process for working together to close even more deals.