The Beck Group
The Beck Group had an engaging demo of their newly launched D-Profiler, launching at the 2015 ISPE Annual Meeting in Philadelphia, a virtualization tool for pharmaceutical manufacturing design. McDAY arranged for the booth to be packed with people, using old-fashioned phone calling to set appointments for key engineering attendees, ahead of time. The invite cards were another guerrilla tactic. We helped BECK scatter the invites everywhere around the hall! The McDAY account manager personally confirmed each appointment and often escorted appointments directly to the booth. And brought editors around as well, placing several articles and interviews during and post-show, including an interview style article in Pharmaceutical Processing.
Across the aisle, another company commented to McDAY personnel: “Why does their booth have so many people around all the time?” Guerrilla marketing! Or, just common sense marketing.
Read the entire Destini Profiler article in INTERPHEX Show Daily April 2016
When A/Z brought McDAY into their office, they were quickly convinced that McDAY had the necessary experience to “talk” construction and engineering. They were struggling to communicate with a traditional website development company because the company was missing the engineering and technical background.
McDAY’s own website team set up a weekly call with the website vendor and quickly got A/Z’s website project on track. Interpreting the CEO’s vision so that messaging could be better conveyed to the audience of engineers, specifically project managers, and construction personnel was key. McDAY also recommended branding a new service, which they developed for A/Z, called “Mission Driven Solutions” to convey their impressive EPC capabilities. McDAY copywriters crafted that “human” side of the company, based on in-depth conversations with the CEO.
McDAY’s website team also recommended a method for tagging projects in the website portfolio to allow sales teams to customize presentations by industry, size of a project, and ten other variables. With our help, A/Z Corporation was able to spread a little holiday cheer with a digital card that warmed the heart of every hard-hatted engineering and construction client!
Modwave had developed its website in-house, during the earliest days of the business launch. More recently, they were interested in updating their site. McDAY handled the redesign, updating the site’s look and the Modwave logo, and recommended that SEO be the driving force behind editing, rewriting and reorganizing the page content. Modwave has continued to show a steady increase in relevant traffic to the site, ever since.
Foster Wheeler Biokinetics
Foster Wheeler Biokinetics, now AMEC, is one of the largest engineering firms in the world. Our own president, Susan Stipa, hails from FW, as their former Commercial Director, and she worked with McDay extensively during her time there. Campaigns were developed for both external client outreach (video proposals for larger RFP responses), as well as internal campaigns like the one above, Spot the Project, which encouraged engineers within the company to ask questions and source new project work when on-site with clients.
In addition, two technical articles, one in World Pharma and one in Pharmaceutical Manufacturing, were placed for the client. McDAY ghostwrote the bulk of the copy for the articles. In addition, speaking engagements were arranged for a younger dynamic chemical engineer, including prestigious speaking engagements at IsoBiotech Flexible Facilities and Systems conference and one as the keynote speaker at a monthly ISPE event, West Coast. Coaching for the young engineer was provided, along with assistance in preparing his presentations.
JJ White Incorporated
McDAY reviewed JJ White’s entire communications strategy and recommended several changes. A PR and advertising campaign were implemented that highlighted both the company capabilities as well as its work with the Korean War Memorial and the Irish Memorial.
McDAY offered a two-fold strategy. In order to create and raise awareness of the Irish Memorial and JJ White Inc., the McDAY team designed a cohesive, branded marketing campaign. The team generated a targeted mailing list of decision-makers at top companies in the Philadelphia area. Unique and eye-catching save-the-date mailers and invitations were sent to a list of more than 600 top executives. The next step was a one-of-a-kind bus wrap, which traveled on Philadelphia’s busiest streets. The pinnacle of the campaign was an elegant Launch Party held at the classic City Tavern. Enclosed with the event invitation was a multi-media CD, which included traditional Irish music and a website devoted to the company’s contribution to the building of the Irish Memorial.
Finally, McDAY created a new brochure for the company’s HVAC division, as well as a corporate standards book that set out specific rules for the use of JJ White’s logo in all possible places.
The campaign for the Irish Memorial was a success by all accounts. Nearly 200 people attended the launch party with management and viewed the Memorial two days prior to its public unveiling. The company drew attention to the Irish Memorial throughout the area and also increased awareness of the company’s reputation and capabilities throughout the region, resulting in the opportunity to bid on projects.
The work McDAY created has received substantial visibility in both the Philadelphia Inquirer and the Philadelphia Business Journal, and the public now better knows the construction company and its capabilities.