Success Story

Marketing

CLIENT: GEM Electrical Contracting

OWNER: Jose Moreno

ANNUAL SALES: $2-3 Million

LOCATION: Clifton, Ga

FOUNDED: 2007

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BACKGROUND

Located in Clifton, New Jersey, GEM Electrical Contracting is a premier electrical contractor for industrial and commercial electrical services in Northern New Jersey.
The owner, Jose Moreno, was interested in creating more clients in the industrial sector but lacked the resources to do this. They needed a partner to design and manage an effective marketing campaign to build their pipeline of project opportunities. In early 2019, they hired ascent consulting for this initiative.

GETTING STARTED

Ascent began by working with GEM to define the desired outcomes of the strategic marketing campaign: types of desired clients, geographic area, types of work and projects they wished to pursue. We also discussed and developed GEM’s unique value proposition, what distinguishes them from their competition, and their successful project history. By examining the many aspects of GEM, we crafted a personalized strategic marketing campaign designed to connect with and appeal to their ideal clients.

BUSINESS DEVELOPMENT GOALS

Now that we had a strategy, it was time to build out the components required to support the campaign. Ascent crafted a new website that showcased GEM’s project portfolio, expertise, and services, specifically catering to the industrial market sector. All website content was developed to align with our SEO research into keywords that GEM’s ideal clients might search for on-line.

In order to directly reach the target audience, Ascent sourced a list of industrial facilities that met GEM’s parameters and desired geography.

Next, Ascent created multiple email campaigns that highlighted GEM’s electrical experience and service offerings. For additional impact, these services were aligned with the types of projects that perspective clients would typically encounter in their operations.

LASER FOCUSED APPROACH

To compliment the email campaigns, Ascent designed a multi-stage physical mail campaign for GEM’s audience. The mailings were sequences with the email campaigns, helping to ensure that GEM’s messaging was received by their target audience.

Ascent created and published valuable content on multiple social media platforms for GEM. These posts included industry news, GEM’s ongoing projects, and relevant content that would appeal to their ideal clients.

As the marketing campaign launched and went live, Ascent generated monthly analytics reports to measure the effectiveness of the campaign and made adjustments to the strategy, timing and execution based on real data.

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RESULTS DRIVE EXPANSION

By the end of our project, Ascent’s work on GEM’s website & marketing campaign resulted in:
0 %
increase in overall web traffic
0 %
increase in organic traffic
0 %
increase in sessions per month
0 %
increase in page-views per month

Overall, the campaign resulted in a dramatic increase in the volume of project opportunities, both from existing and new clients. This diversified GEM’s revenue stream and expanded their client base.

While GEM’s annual revenue remained steady from 2018 to 2019, they added several new clients and had secured enough work for a 6 month backlog in 2020. The increased demand for their services also shifted them into an expansion mode and created a need to recruit additional talent for their workforce before taking on more projects.

Jack Austin

Marketing Coordinator

Jack is a marketing and communications professional who joins Ascent following a three-year stint in the healthcare staffing industry. 

 

Working as a member of the Ascent marketing team, Jack performs internal marketing automation tasks, analyzes web and marketing metrics, and creates multimedia content to highlight recent success stories with Ascent clients.

 

Born and raised in the Metro Atlanta area, Jack graduated from the University of Georgia in 2019 with a B.A. in Journalism and a certificate in Sports Media. He then went on to earn an M.B.A. from Georgia State University in December 2022, concentrating in the areas of marketing and business analytics.

Rhonda Hudson

Construction Accountant

Rhonda has three decades of diverse Controller experience that spans various aspects of construction, including manufacturing, mechanical, electrical, flooring, and residential building contracting. Rhonda has an Associate’s Degree in Accounting and has consistently demonstrated expertise in optimizing operational efficiencies, tracking financial performance, conducting annual audits, and building a process around the monthly close process.

In addition to her accounting work, Rhonda has a broad proficiency in a wide range of accounting software platforms and has a knack for adapting to new technologies swiftly. She has facilitated smooth transitions during software migrations and provided system training to numerous companies.

Bridgit Lawhead

Marketing Project Manager

Bridgit is a Marketing Project Manager, bringing a proven track record of managing accounts and marketing for diverse industries. Prior to joining Ascent Consulting, she was a Marketing Strategist for a small marketing agency that focused on transforming financial advisors’ businesses. Working with Marketing, Sales, and Upper Management to ensure strategic performance and management of tasks to appropriate team members, Bridgit helps manage the planning, development, design, execution, monitoring, and completion of all of our client marketing projects. 
 
Bridgit holds a Bachelor’s Degree in Speech Communication, with an emphasis in Public Relations from Valdosta State University. 

Kellie Barber

Office Manager

With a career spanning over 25 years in both the public and private sectors, Kellie stands as a seasoned professional and a valuable asset to our Ascent team. A dedicated, results-driven individual, Kellie brings a wealth of experience to the organization.

She is no stranger to the world of construction and has a comprehensive understanding from both the project management and engineering perspective.  Kellie has a keen eye for detail and a commitment to delivering excellence.

Nazia Hasnain

Project Coordinator

Nazia joined Ascent in the role of a project coordinator. Before joining Ascent, she served as a Web Project Coordinator.

With a rich background of 5 years of experience in the digital realm, she has been at the forefront of coordinating and managing web projects from concept to launch. With a blend of technical expertise and project management skills, she is dedicated to contributing to the success of diverse projects to ensure that projects not only meet but exceed expectations.

Gary Johnson

Consultant

Gary grew up working summers from 7th grade through graduating college for a large plumbing and process piping contractor in Mobile, AL. After graduating from Auburn University with a BS in Computer Engineering, Gary spent the next 16 years working in the industrial automation industry with The Foxboro Company and the ERP software solutions space with JD Edwards.  

The 7 years with JD Edwards were primarily focused on the construction business, providing ERP software solutions to both large general contractors and large homebuilders. In 2003 Gary acquired a small residential plumbing contracting business in Pace, FL.  Over the next 17 years, Gary grew this business to three physical locations and more than 130 employees, performing commercial and residential plumbing projects in Florida, Alabama and Mississippi. 

In 2020, Gary sold the business and continued to work for the company on a consulting basis for 2 more years. The unusual background, including providing construction industry ERP software solutions as well as nearly 20 years acquiring, growing, operating and ultimately selling a large subcontracting business, gives Gary a unique perspective on the operations of a construction company. Gary holds master plumbing and gas fitter licenses in Florida, Alabama and Mississippi.

Stephen Crawford

Junior Consultant

Stephen possesses nearly a decade of extensive financial, operational, and leadership expertise spanning diverse professional sectors, primarily centered on construction, development, and construction management. Before joining Ascent Consulting, he spent five years as a CPA at Ernst & Young. He then made significant contributions to an electrical construction company in an internal consulting capacity. Subsequently, he pursued multiple freelance roles, including a pivotal position as a Fractional Chief Transformation Officer (CTO).

Throughout his career, Stephen adeptly guided companies through various rapid growth phases, overseeing crucial financial matters, driving strategic growth initiatives, and managing back-office functions. He holds a BBA in Accounting and a Master of Accountancy from The University of Georgia.

Zachary Hickman

Project Coordinator

Zachary brings 10+ years of project management experience as an owners representative for clients and from the developer side of the business.

He began his career as an assistant project manager with a masonry subcontractor in Florida, before moving to Atlanta.

Daphene Koch

Consultant

Daphene’s construction experience began working in her family’s mechanical construction company.

Next, she worked for a large EPC firm on projects in Texas and Malaysia. With over 15 years of construction industry experience on commercial and industrial projects. Her roles have included project manager, safety manager, construction services leader, and pipefitters helper.

While a professor at Purdue University in the School of Construction Management, she worked as a consultant to help construction companies improve processes, project management, workforce development to name a few. She has a BS, MS, and PhD from Purdue University and resides in Indiana.

Hakeem Slaughter

Marketing Coordinator

Hakeem is a brand designer with over 10 years of experience. He has been a freelancer for about 9 years working with many different clients and industries under the following subjects: brand design, graphic design, web design, and social media marketing.

 

During that time freelancing, he also worked at many companies as a graphic and web designer. As well as taught disciplines of Art and Design to students varying from middle school age to college. As mentioned, he has a “jack of all trades” range but is quite proficient at WordPress and uses that knowledge to design cutting edge websites!

 

Hakeem specializes in branding, design, and creativity and is bringing his talents, skills, and passion to take Ascent Consulting to a new level!

Aimee Collier

Project Coordinator

Aimee joins Ascent as a Project Coordinator supporting our Senior and Procore Consultants. With construction industry experience both in-field and back-of-house (ranging from project site coordination to contract management to software administration), she brings a holistic perspective of the day-to-day challenges faced by our clients. Her varied professional roles include software implementation and training, technical content creation and design, and coordinating across teams to bring projects to successful completion. She is excited to direct her passion for people and processes toward our customers.