A growing company in a down economy
How do you keep a company growing, which caters mostly to the most affected industries in a down economy?
Right of Way Inc., established in 2003, is one of several California traffic and pedestrian control companies. For years, the majority of its customer base amounted from the construction and crane industries, mostly for commercial and residential development. They also serviced quite a few highway construction companies contracted by local and state jurisdiction to repair streets, highways and freeways. As the economy, espeically construction and real estate, started on a down turn in late 2007/2008, the company saw some of its largest clients go out of business or make major cut backs.
California also went from being one of the most busiest states in the Western US concerning development projects, to cutting programs, budgets and contractors significantly.
At this time, Right of Way did not have the sales, marketing or PR strategies in line to help them recover lost sales in a down economy.
Creative Touch Commuications (CTC) was contracted and immediately developed a three-step strategy.The first step was to get the website, rowtrafficcontrol.com, up to par and speak directly to all the diffrent industries serviced. The website at the time only had two different pages and did not provided specific service info, helpful links, useful content or any call-to-actions.
Following the major web upgrade, CTC implemented SEO & Web Analytics, which enabled traffic, page views, clicks, etc. It was quickly learned visitors who came across the landing page were not committing to other site pages, so buttons/links to specific landing pages specific to the construction, landscaping, special events, crane and local and state jurisdiction were created.
Following the web enhancements, step two was to implement helpful sales collateral for field work/sales. A generic brochure or pamplet wasn't going to cut it or be worth the printing costs. CTC worked directly with ROW's sales people to plan, design and print a 40-page Traffic Control & Sign Manual. The manual was so specific to the needs of the owners, foreman, laborerers and other industry leaders that the manual helped Right of Way establish a competitive advantage over the competition. Additionally, Right of Way's employees came together and understood the vision and direction of the company.
The final step was to utilize the established strong web presence and further expand. CTC created an online web store where Right of Way could showcase the products it has available for rent and sale. Right of Way shaped up its internal buying program and was able to make certain industry popular products available at a low price. The web store allowed Right of Way to reach buyers outside California. It allowed current customers to see the full potential of the company beyond its traffic & pedestrian control services. CTC executed a successful AdWords program to drive traffic to the store, and added items to marketplaces for sale to drive even more traffic to the store. CTC is developing a mobile app for Right of Way currently.