The Starting Point
As Maine’s largest and best-known water systems contractor, Goodwin Well & Water was not facing a brand identity crisis, rather a brand refinement, evolution, and growth opportunity. We were brought on to strengthen their visual and verbal story, expand their market reach for residential services, and increase residential geothermal sales through the development of a marketing program and flexible implementation solution.
Brand Clarification +
Water well drilling and geothermal installations are a complex business. They involve engineering, precision, sophisticated technology, loads of numbers….and math. Goodwin Well & Water’s sales process provided so much of this detailed information to its potential customers that it often overwhelmed them. We clarified the right messages for GWW in order to communicate with the consumer’s perspective in mind — speaking a language they understand, building trust, answering their questions, showing how GWW could solve their problems, make their lives better, easier. We gave GWW their key messages. Then we integrated it all for brand consistency and relevancy. We rewrote, re-purposed, and redesigned the company’s sales and marketing collateral, vehicle signage, trade show displays, and advertising with those messages and objectives in mind. A custom-designed, mobile-friendly website took it all to the next level.
GWW’s new website received impressive stats just 30 days post-launch: 20 online inquiries, six estimates sent to prospective customers, four new customers, and significantly improved Google ranking within 24 hours.