GEM Construction
Gem Group was one of Ireland’s best-kept secrets, a joinery and construction company with a huge range of skills and talents and a relatively small and select group of clients. Emarkable’s task was to develop awareness about what the company had to offer and to whom.
Gem’s joinery business was comparatively well known and had an excellent reputation. What was needed, however, was for the construction and development side of the business to be brought to the attention of architects, town planners and designers.
Emarkable’s strategy was based on the concept of storytelling. Our focus was not just about telling potential clients that Gem Group were great at what they do, but also proving it to them by demonstrating the quality of the work carried out by the company. This meant case studies and lots of them, high-quality detailed case studies on projects that the company could use to demonstrate their ability to overcome challenges and deliver a great result.
Emarkable’s writers researched, wrote, edited and developed a large amount of case studies. Fortunately, Gem Group had a library of high-class images but were short on technical detail on each project. With a tight budget and availability of team members at a premium the technical detail, an essential if the message was to reach the right audience, was developed with specialist copywriters. Emarkable’s content team researched and interviewed Gem Group partners and customers to gather appropriate information.
Search Engine Optimisation was an important factor in this commission; whether the case studies were for the largest restoration project in Western Europe (the rebuilding of St Mel’s Cathedral, virtually destroyed in a disastrous fire) or for a fit-out of new premises for the oldest wine merchant in Ireland, details about the work Gem Construction did would not increase the customer base if the customer could not easily find the information.
Emarkable’s copywriters had to research techniques and materials, as well as Gem’s own projects, in order to write the case studies that would attract the interest of the target audience.
Emarkable was looking for the Sweet Spot, the content that would not only please the client, but also come to the attention of the client’s potential customers. The copywriters had to produce articles that would, as well as containing the essential keywords, provide readable and informative case studies to highlight the skills of the company and its workforce and to demonstrate the range of projects it had brought to a successful conclusion.
Much of the website that Emarkable designed for Gem Construction consists of these case studies, together with excellent and eye-catching photography. There is a user-friendly system that allows the reader to find the information that is of particular interest without trawling through the details of different areas of Gem’s business. The range of projects in the case studies virtually ensures that an architect, designer or property developer will find one that tallies closely with what they require from the construction company they will choose to commission for the work they have in mind.
Much of the website that Emarkable designed for Gem Construction consists of these case studies, together with excellent and eye-catching photography.
