Our Marketing Avatars
Meet the four people we build every film, page and post for: GC owners, specialty subcontractors, manufacturers and their marketing managers.
Who we write for
Before we shoot a video or write a headline, we ask who is going to read it, what they are trying to get done and what makes them stop scrolling.
In commercial construction and industrial manufacturing, the answer is rarely a generic “audience.” It is a handful of specific people with specific jobs, and each of them judges a company completely differently.
An avatar is a profile of the person you are trying to reach: their job, their pressures and what earns their trust. Every film, page and post we make is written for one of four people. Here is who they are and how we help each of them solve their problems.
The general contractor owner
You run a general contractor or design-build firm with real work behind you and a website that has not kept up. Owners and developers shortlist on reputation before a bid opens, so your reputation has to be visible. We film your jobsites properly and put your EMR, bonding and delivery methods where an owner can check them in seconds.
The specialty subcontractor
Electrical, mechanical, plumbing or fire protection, you live on GC relationships and prequal packets, and too often you are bought as a commodity line item. We present your safety record as an asset, your crews as craftsmen and your completed work as proof, so GCs and owners choose you for capability, not just the lowest number on the bid.
The manufacturing general manager
Engineers pick suppliers before procurement ever calls. If your tolerances and certifications cannot be found in one click, you are not on the list. We build capability and spec pages, film your shop floor and add 3D viewers that beat a PDF. For manufacturers and industrial brands, we keep the language grounded in capability and craftsmanship.
The one-person marketing manager
You are the only marketing hire, with no crew, no studio and no time, reporting to an owner who wants proof that it works. We become your department: a senior team, a film studio and content engine with one monthly report that shows your owner exactly which film, ad and page produced which lead, so you finally have the hard numbers you need.
How we communicate
We write plainly, with respect for the trade. We use numbers and real footage instead of adjectives and stock photos, and we never invent results or publish anything an engineer or owner cannot verify.
Different people, one problem
Well established companies who do great work lose bids, buyers and recruits to competitors with better websites. Buyers, owners and skilled trades all research you before they call, and they decide quickly.
Partner with a marketing agency that understands your challenges and your market. Start with an assessment. We review your site, your brand, your social media and the companies you bid against, and you get a written plan delivered, whether you decide to hire us or not.
One program, built around your goals
Our program combines film, web, search and systems so every asset works toward the goal that matters to you: winning contracts, getting RFQs or hiring skilled people. One shoot day becomes a hero film, clips and photos.
Those feed the pages built for that buyer, the ads that reach them and the monthly report that shows what worked. It is one in-house team in Chesapeake, with one monthly payment.