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

Testimonial

Merchant helped us increase our brand presence and awareness in our challenging sector. A team of specialists for any sized business wishing to expand.

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

With new contract wins and expansion into more territories forming a key part of Mackoy’s growth plan, we set to work establishing a clear tone of voice to be pitched at Mackoy’s target audience across its various channels. This included current and prospective employees, prestigious national homebuilders, and industry influencers.

Engaging stakeholders was essential to achieving growth so our PR & Comms team quickly began pitching to key industry and regional media. Leveraging our contacts, we secured interviews with Mackoy’s MD in leading construction titles as well as new project win announcements in regional newspapers to position the brand directly in front of its target audience.

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, including creating a bespoke corporate brochure for Mackoy to share with prospective clients during its contract tender process.

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.

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 and media presence, positioning Mackoy in front of key influencers, housebuilders and prospective employees