CLIENT: LOVVORN CONSTRUCTION COMMERCIAL GENERAL CONTRACTOR
LOCATION: Atlanta, Ga
Lovvorn Construction is a licensed general contractor specializing in commercial and industrial projects. Tony Lovvorn started the family-owned business in 1996 with his wife, Debbie. Their son, Wesley, is now the CEO. Since its founding, Lovvorn has successfully completed over $65 million in construction projects, including 32 churches, 19 school and 10 local government projects.
To continue to expand their business, Lovvorn needed to update & upgrade their existing marketing materials and website. Just as important was the formidable task of researching and identifying potential markets that offered the best opportunities for Lovvorn. The company asked Ascent Consulting to partner with them in meeting these challenges.
PROJECT HIGHLIGHTS AND RESULTS
An important first step for Ascent was to examine Lovvorn’s project history and identify market sectors that offered the highest potential for growth. After extensive research, Ascent recommended that Lovvorn pursue opportunities in four sectors:
- Churches & Religious projects
- Assisted Living & Memory Care facilities
- Small Industrial & Manufacturing projects
- Franchise Restaurants
MARKET SECTOR OPPORTUNITIES
Columbarium Projects: Lovvorn was already pursuing a new Columbarium project with the Archdiocese of Atlanta’s Catholic Construction Services, Inc. (CCSI). To assist in this venture, Ascent researched CCSI and Columbarium projects. In addition, Ascent provided detailed questions and strategy coaching to help prepare for successful meetings between Lovvorn and CCSI.
Church Projects: Ascent designed marketing collateral to showcase Lovvorn’s church construction experience. Ascent also provided research, strategy development, interview questions and sales coaching that helped Lovvorn pursue these opportunities.
Assisted Living/Memory Care: After completing a Memory Care Center in 2014, Lovvorn wished to pursue additional Senior Living and Memory Care projects. They saw this as a growing market where they had already experienced success.
Ascent’s research indicated a strong potential in the sector for continual market growth and construction opportunities for Lovvorn. They identified the top Assisted Living Residence companies that operate in Lovvorn’s geographical footprint and generated detailed research reports which provided regional office, key personnel and contact information for each company.
Small Industrial & Manufacturing Projects: In their focus on small to mid-size industrial and manufacturing companies, Lovvorn wished to target firms that were outgrowing their current facilities or wanting to relocate from a rental space into a self-owned building.
Since this is an unpredictable market, a broad outreach to a large volume of potential clients was deemed the best strategy. Ascent generated a list of 1,100+ companies that fit a detailed potential client profile. To connect with this audience, Ascent developed a tri-fold brochure with content tailored to these potential clients, including an incentive offer to contact Lovvorn. Ascent also created and managed a three-month digital marketing campaign and provided full analytics to Lovvorn which identified interested companies.
Franchise Restaurants: Lovvorn had recently completed a Dunkin’ Donuts project and wished to pursue additional projects in the Franchise and Small Restaurant market sector. They had a portfolio of several completed restaurant projects and asked Ascent help build out the marketing for this vertical.
Ascent interviewed construction professionals with experience on these projects and found that Corporate and Franchise leads contained the most potential for new opportunities.
After determining that Real Estate Developers and Management Professionals would also be an excellent audience for these types of projects, Ascent generated a list of 1000+ potential leads. Ascent then designed a four-page brochure tailored to this market sector, along with a digital email and marketing campaign.
In addition to providing extensive research that validated these market sector selections, Ascent met Lovvorn’s needs by:
- Developing printed sales collateral and digital email campaigns targeted to decision-makers and audiences within each of the sectors.
- Providing a complete redesign of Lovvorn’s website to further support the marketing and sales efforts in these sectors.
- Designing and delivering a trade show booth for Lovvorn.
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