Strategy from competitive analysis
Set the marketing strategy from competitive and internal analysis, focused on priority sectors: K–12 schools, health care, and public agencies.
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Case study · Modular construction
Modern Building Systems: one pipeline for marketing and sales, and a 50-year story told well.
Modern Building Systems was a family-owned, factory-direct modular builder in Aumsville, Oregon, founded in 1971. It built schools, clinics, offices, and public-safety buildings across the West Coast, and had a portfolio of strong projects that few buyers ever saw.
- Client
- Modern Building Systems, Aumsville, OR
- Role
- Marketing Manager
- Timeline
- 3 years
- Scope
- Strategy, CRM, website & SEO, content, advertising
The challenge
Two playbooks, and a portfolio no one could see.
Marketing and sales were working from separate playbooks. Leads arrived through the website, Google, a modular-industry marketplace, signage, and referrals, but there was no shared view of where business actually came from or what happened to it after the first call.
Meanwhile, the company's best proof (finished schools, health centers, and civic buildings) lived in project folders instead of in front of school districts, facility managers, and general contractors. Modern's 50th anniversary was coming up, a natural moment to tell that story.
What I did
Four elements, built to work together.
One CRM, one pipeline
Rolled out the CRM, trained the sales team to use it, and built recurring pipeline, lead-source, and speed-to-lead reports.
Website, SEO & email
Oversaw the website redesign and SEO, added project case studies, and ran the company's social channels and email campaigns.
Project storytelling
Managed photo, video, and drone shoots; produced project profiles, trade ads, direct mail, trade-show banners, and the 50th-anniversary campaign.
Results
Cleaner data, more qualified leads, and a regional award.
TopProjects finalist
A school campus submission named a 2021 DJC Oregon TopProjects finalist, one of 106 projects regionwide.
15% → 6%
Share of won deals with no recorded lead source, 2021 to 2022, as the sales team adopted the CRM.
2 → 21
Won opportunities sourced from email, 2021 to 2022, after launching regular email campaigns.
28% → 17%
Share of leads marked dead, 2021 to 2022, as follow-up moved into one shared pipeline.
Portfolio
Selected work.
