Case study

Increase of 15% in revenue and 2,275% in candidate job interest for leading groundworks supplier, Mackoy.

  • Value added:

    • Drive commercial growth
    • Grow reputation and awareness


Merchant researched us thoroughly and adapted quickly to our line of work. Then, by implementing vital measures, a strategic plan was formed.

Mike Mayock Managing Director

The Client

Mackoy is a leading supplier of groundworks and civil engineering services.

The Challenge

Improve Mackoy’s brand positioning and digital presence to convey the size and scale of its operation and secure new contracts with major housebuilders.

What Merchant did

Created a brand to convey Mackoy’s market-leading status

Once we had uncovered the company’s key drivers through discovery sessions with the leadership team,

To move the brand forward with a cohesive identity, our designers developed a suite of unique visual elements to add weight to the company’s industry standing and reposition the brand in the eyes of the industry and its stakeholders.

Boosted applications from skilled groundworks operatives

With its operations expanding, recruitment was integral to Mackoy sustaining its level of growth and having adequate resource to undertake new contracts. Tasked with increasing groundworker application rates and attracting a better quality of candidate, we created tailored catchment-unique ads on Facebook to increase awareness of job openings and ultimately direct more traffic to Mackoy’s online career page.

This targeted approach boosted visits to Mackoy’s careers page by 417% and fuelled a 2,275% increase in visitors accessing the company’s online application portal.

Built a website to do Mackoy justice

The size and scale of Mackoy’s operation was impossible to grasp on its existing website. Our development, design and digital team set about creating a responsive new platform, while our content team got to work creating keyword-rich copy to boost performance and traffic. The new website not only has a clearer site map, making for a better user experience, but it features dedicated client, case study and capability pages, reflective of Mackoy’s position as a market-leader in groundworks and civil engineering services.

Fostered engagement among key stakeholders

With new contract wins and expansion into more territories forming a key part of Mackoy’s growth plan, engaging stakeholders was essential to achieving these goals. Together with creating a bespoke corporate brochure for Mackoy to share with prospective clients during its contract tender process, we also used our in-house PR resource to engage key regional and industry media, leveraging our contacts to gain positive press coverage for Mackoy and consequently positioning the brand directly in front of its target audience.

Results and value added

Drive commercial growth

New contract wins of £23 million across 5 sites within 3 months of new website going live

Grow reputation and awareness

Professional brand identity and enhanced digital presence, positioning Mackoy in front of key influencers, housebuilders and prospective employees