Success Story


CLIENT: The Jon Smith Group (JSG) Commercial Specialty Contractor

OWNER: Jonathan Ford & David Smith

ANNUAL SALES: $5-10 Million

LOCATION: Atlanta, Ga




The Jon Smith Group (JSG) is a specialty contractor based in Atlanta, GA. Their work is varied, including carpentry, interior framing, drywall and ceilings. They perform entire small projects and also handle specific project work for large general contractors in Metro Atlanta. In addition, they offer logistics services, perform selective demolition and interior construction, and provide roll-off dumpster service for themselves and other contractors.

They’ve successfully completed projects for Atlanta Hartsfield – Jackson Airport, Delta Airlines, SunTrust Bank, Philips Arena, and the NFL in conjunction with Super Bowl LIII in 2019.


Like many organizations, The Jon Smith Group was looking to get to the next level of sales and growth. They had plenty of business from existing clientele, which was sustaining them. But it wasn’t increasing sales volume. To expand market share, they needed to generate new business by reaching out to other companies.

We knew how to sell but wanted sales collateral that represented the brand we had built. Ascent Consulting gave us the marketing material expertise and backup that we needed.


Like many organizations, The Jon Smith Group was looking to get to the next level of sales and growth. They had plenty of business from existing clientele, which was sustaining them. But it wasn’t increasing sales volume. To expand market share, they needed to generate new business by reaching out to other companies.


Although the company was increasing their business development efforts, they felt they had very little to present that spoke to the quality of their work and professionalism. Their website was outdated, and their minimal sales collateral did not adequately showcase the company’s talents, their work experience, or their skill set.

In general, large contractors are used to meeting with companies that feature first-class materials. For this reason, the JSG founders felt ill-equipped to meet with the other large general contractors in town, for fear of appearing unprofessional and ‘not up to standards’.

They needed to stand out from their competition, but more importantly show that they were capable of meeting and exceeding the standards that $1B+ general contractors expect from their subcontractors.


Not pleased with the current situation, JSG Founder Jonathan Ford contacted Ascent Consulting. JSG and Ascent agreed that there was a definite “gap” between how JSG felt about themselves (all positive) and what their materials reflected (outdated & unprofessional).  Ascent put together a plan to upgrade the image of JSG and build a comprehensive catalog of materials they could use to represent their image to the public. Over the next several weeks:

  • Ascent met several times with JSG’s leaders, plus a few key team members and project managers
  • Ascent came to understand the company, their values, and the services they offer
  • Ascent learned JSG’s value proposition and their desired outcomes in business development and marketing

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With the “getting to know you” phase complete, Ascent, in full accord with JSG, tackled the company’s marketing materials and upgraded their image. Over the next few months, Ascent:

  • Designed an upgraded logo
  • Created new business card designs
  • Selected a design theme and color palette for all digital and print materials
  • Designed a full color, 4-page brochure about the company
  • Designed and built a completely new WordPress website
  • Wrote JSG-specific content that was Search Engine Optimized (SEO)
  • Designed three variants of print/digital Capabilities Statements
  • Designed trade show booth banners

In addition, Ascent developed a PowerPoint slide deck that the owners could take to general contractors and use to educate them about The Jon Smith Group – what they do, their value proposition, and why the General Contractor should use them on their construction jobs.


Across the board, JSG’s new image and marketing materials have earned rave reviews. At trade shows, company managers said the materials were a “wild success” with everyone commenting on the newness and freshness of the pieces that were created. Better yet, the materials have helped generate new work for JSG.

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


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.