Krusinski Construction Company Expands Into New Markets
By Christiana Henry
Friday, July 29, 2022
For nearly 50 years, Krusinski Construction Company has built trust and confidence nationwide. The family-owned and operated company is known for tackling complex projects in a variety of industries, while maintaining strong personal relationships with customers, vendors, employees, and the community.
Krusinski Construction Company ensures the highest possible level of quality through core services that include pre-construction, building information modeling (BIM), design-build, general contracting, construction management, and project closeout.
For well established businesses like Krusinski Construction Company, organic growth often comes from repeat customers and referrals. Sustaining that growth, however, usually requires expanding its reach into new markets to win new customers.
In 2021, President Jeff Krusinski asked Red Caffeine to develop a strategic approach to increase brand awareness and generate leads in the food and beverage industry, where the company had plenty of expertise and saw an opportunity for growth. By isolating a specific industry, Krusinski Construction Company aimed to diversify its customer base, while also building a holistic and repeatable multi-channel campaign framework for the first time that, if successful, could be used as a blueprint to target additional industries like healthcare and multi-family housing.
The RC Solution
Working with Red Caffeine signaled one of several investments Krusinski Construction Company made to fuel its growth that included evaluating its position in the marketplace and hiring Vice President of Marketing, Josh Vidro. Working alongside the in-house marketing team and leadership group, we recommended a comprehensive approach to growth within the food and beverage industry that began with competitive research, stakeholder interviews, highly targeted persona development, and customer journey mapping in order to inform an integrated marketing strategy that included a balance of paid media, public relations efforts, website landing pages, email marketing, social media marketing, SEO improvements, and a number of visual and messaging concepts.
The Krusinski Construction Company team chose to leverage opportunities that its competitors were not pursuing, as indicated by our research. The resulting campaign, ”Building Your Competitive Advantage” was designed to highlight the ways in which the company used its industry expertise to position customers for success.
- Significant brand awareness in print and online, positioning the company as a major player in the
food and beverage industry.
- A comprehensive and repeatable multi-channel campaign structure to expand customer base in additional markets and industries.
- Competitive research and stakeholder interviews to inform future positioning and messaging.
“We have had expertise in the Food and Beverage Industry for years and it was time to deliver that message more clearly to the market. The new eyes on our company and our experience has already generated interest that we are currently bidding on with new customers.”
JOSH VIDRO - VICE PRESIDENT OF MARKETING