Leading a Manufacturer to the Digital Generation: County Materials Corporation

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County Materials Corporation


County Materials Corporation is a 75-year-old, third-generation family-owned concrete manufacturer.

County Materials was in need of a trustworthy partner to manage digital strategies and explore new opportunities on the web and on social platforms.

The Client

County Materials Corporation is a 75-year-old, third-generation family-owned concrete manufacturer in Wausau, WI. Under strong leadership, the County Materials team had an existing brand presence, clear brand strategy, and capable marketing team. 

Like many family-owned manufacturers, brand reputation is paramount, both personally and professionally valued by owners and leadership figures. County Materials is confident in who they are and the value of their team and products, and was looking to expand into new digital territory.

The Challenge

County Materials comes from generations of excellence, with an established brand, modern website, and consistent content production. While they were confident with the more static parts of digital marketing – mainly web – they were in need of a strategic approach and management of the evolving give-and-take of live digital and social landscapes.

Particularly, they needed the right partner to understand and preserve the brand, without risking reputation damage as they expanded into a new social presence. The marketing and promotions team at County Materials was particularly looking for a woman-owned and operated strategic partner to help bring fresh perspectives to their manufacturing business.

The Strategy

We began by immersing ourselves in the story of the brand and the history of the company, as well as the vision the current generation had for brand perception and reputation in the digital space.

We listened intently to leadership’s goals, reviewed current brand documentation, and created a plan that would allow us to keep the brand tightly aligned to the in-person brand experience, while expanding reach and brand recognition through digital platforms.

Because of Strategy House’s expertise in digital brand management, leadership at County Materials trusted us to oversee their online reputation management. This trust empowered them to focus efforts on internal growth goals.

Through our critical thinking and big picture approach, we have proactively identified opportunities for brand alignment, and maintained their reputation at a consistently high level.

The Solution

With a deep understanding of the brand and established presence and resources, we extended stories and messages across key digital platforms. Our strategy ensures that all key audiences are identified and addressed, so that the right messages are in front of the right people at the right time, and that all pieces work together as a cohesive digital brand.

To optimize all activity and engagements, we provided training to County Materials team members on how to best leverage platforms from the perspectives of their particular roles and industries.

LinkedIn and Facebook
We established a steady cadence of brand, industry, and community support stories on LinkedIn, while adjusting the Facebook strategy to focus on company culture, brand, and contributions to communities where they live, work, and play.

We researched and developed a social media strategy for launching Instagram as a social media platform, primarily focused on engaging the active industry users for their Landscape and Masonry division.

Indeed and Glassdoor
Like many modern manufacturers, attracting and retaining key talent is critical to the organization’s success, and was addressed through online reputation management of Indeed and Glassdoor platforms.

Google My Business
Because of their business structure, we also created updated content and consistency to manage 40+ Google My Business locations, bringing key brand messages and current information to a range of customers.

Content Strategy
We further used our strategic approach to these social platforms to identify topics, questions, and themes relevant to audiences, which influence the previously established content strategy.

As storytellers, our team was able to bring their brand to life across social media, so each piece we shared would tie back to the strategy, not compete with or distract from their brand.

 The Impact

We took on the entire segment of the digital strategy and marketing for the marketing team, allowing them to focus on their areas of expertise, knowing the could expect results from our work.

Leadership’s trust in our team to handle this fluid, fast-paced, and public sphere was key to success. They have been able to look to us as experts, working as both a brand management team and industry resource, and they have come to expect strategic solutions time after time.

The team at Strategy House demonstrates the perfect balance of professionalism, creativity and customer service to meet our company’s needs.

They offer a collaborative approach and take the time to listen and understand our objectives before presenting us with well-thought out strategies for our consideration. Since we’ve teamed up, Strategy House has effectively supported many diverse branding initiatives including developing and managing our company’s online presence, content development, enhancing recruiting efforts, and more.

Projects are always approached with enthusiasm, attention to detail, and a focus on delivering timely results within the agreed budget. Their team is responsive, adaptable, reliable, and a true pleasure to work with!

Rebecca Sonnentag

VP Promotions and Communications, County Materials Corporation

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