The Client

Ideal is a UK-based managed service provider (MSP) with deep expertise in networks, security, collaboration, and platforms. It offers innovative solutions and exceptional delivery that transforms enterprises and guarantees results. For over a decade, Ideal has designed, delivered, and managed core technology for Battersea Power Station, Aspire Defence Services, Beggars Group, Caffyns, Horder Healthcare, SEGA, PizzaExpress, Barfoots and many other organisations.

The Challenge

Over the past few years, Ideal has created a strong reputation as a networks provider to the construction industry. Through its partnership with Cisco, the MSP has delivered a number of intelligent infrastructure projects for developments such as Twickenham Stadium, Westfield Shopping Centre, Battersea Power Station and 22 Bishopsgate. But to establish itself as the ‘go-to’ network partner for new builds, it needed to drive greater brand awareness and create a strong pipeline of construction opportunities

The Solution

A targeted strategy to engage, influence and excite construction contractors. The 12-week nurture campaign introduced Ideal and Cisco via content assets and showcased Ideal’s construction knowledge and proven expertise. Built around concise key messaging that talks directly to the audience, the goal was to raise brand awareness and drive demand.

Two weeks into the campaign and the COVID-19 pandemic struck. As construction sites closed, the campaign needed to pivot from sales-led messaging that generated leads to more empathetic, engaging messaging. Working closely with the sales team we rapidly amended copy and content and took a longer-term view with senior construction buyers.

Target Audience

Prime Contractors

15 top companies

M&E Contractors

30 top companies

UK-based

Data sourced from construction intelligence platform, Glenigan

Communication Channels

Dedicated construction landing page

Thought leadership content

infographic, blog, eBook

Thought leadership content

brochure, case study

Engaging direct mail

Digital email workflow

Social promotion

Case Study
Brochure
Brochure
Interactive e-Book
Icons
Infographic
Direct Mail
Construction Landing Page

Campaign Results

Accelerated footprint in construction sector

Booked meetings with top 8 dream contacts

0 %
campaign target (despite lockdown)

New conversations with previously unreachable contractors

Proven vertical approach that can be replicated

“We needed an agency who could provide a third-party perspective, and by challenging our assumptions could help us craft highly-relevant messaging and content. Sea Level was an obvious choice – the outputs were spot on and have helped us cut through during an exceptionally challenging period for the sector. We have a great construction story to tell, and by humanising our offering, through focused messaging and creative to convey our capabilities, we’ve been able to create some great conversations."
Dave HughesHead of Marketing, Ideal
“I had a great experience working with Sea Level, as my first project with the team. From creative and copy to delivery and project management - they really understand how we work and our tone of voice. I can completely trust them to get the job done well."
Elizabeth MurraySenior Marketing Executive, Ideal
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