Case Study: Cochran and Mann

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Unique Blog Views per Month

25%

Electronic Newsletter Open Rate

7.7%

Increased Followers on LinkedIn

Summary

Cochran & Mann is a family-owned-and-operated painting and wallcovering contractor headquartered in Frederick, Maryland. The company was founded in 1990 and over the past 30-plus years, has established itself as one of the premier contractors in the Washington D.C. region.

Cochran & Mann partnered with Illumine8 to improve their branding, build a new website, and execute a content strategy that would yield new leads and help with employee recruitment.

A comprehensive brand analysis report was delivered to Cochran & Mann’s leadership team outlining a road map for refining the brand, improving messaging, and enhancing the company’s positioning to better promote the firm’s differentiators.

The Challenge

Cochran & Mann had historically relied on its outstanding work and reputation for leads and new business opportunities. As a result, investment in their branding, online presence, and marketing efforts had lagged, leaving them with an antiquated logo, website, and one-off marketing campaigns. While the company’s revenue streams remained strong, the leadership team recognized that to reach their lofty growth goals a more refined brand, a stronger website, and a regimented content strategy were necessary.

The Process

The engagement began with Illumine8 analyzing Cochran & Mann’s branding, messaging, and positioning as it related to the competitive market in the region. A comprehensive brand analysis report was delivered to Cochran & Mann’s leadership team outlining a road map for refining the brand, improving messaging, and enhancing the company’s positioning to better promote the firm’s differentiators. Once approved, this brand report served as the foundation for all future marketing and content activities.

The Content Strategy

The Illumine8 team then designed a new logo and created a new tagline for the business. Once approved and the new branding was established, the collaboration turned to executing the brand across a new, modern website optimized for lead capture and conversion. On a parallel path, a content strategy was developed, organized, and deployed, including a new company newsletter, email marketing, blogs, and social media promotion.

The Results

In a short span of time, the website generated more than 2,200 views and 15 new leads. The email newsletter launched in February 2018 and currently enjoys a 25 percent open rate; blog views are ranging around 128 views per month; and social media followers have increased on Facebook by 4.2 percent and on LinkedIn by 7.7 percent. Cochran & Mann’s content offer, “How to Hire a Commercial Contractor,” won two awards in 2018.

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Painting & wallcovering contractor reaps rewards from new website

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