A sample construction company marketing plan template
Do you run a construction company and want to promote it? If yes, here is a sample building business marketing plan template and ideas for attracting clients.
Okay, so we’ve considered all the requirements for starting a construction business. We also take it further by providing an in-depth sample construction company business plan template. In this article, we will discuss and write a sample construction company marketing plan supported by actionable guerrilla marketing ideas for construction companies. So put on your marketing cap and let’s get started.
A sample marketing plan template for a construction company
- Our current business situation
Currently, Shannon Berg Construction Company has been fully incorporated and licensed to operate in the United States of America. We have obtained all the necessary permits that will allow us to successfully bid and execute large-scale construction contracts. This is especially from the federal government of the United States of America and of course from corporations and governments around the world.
Our head office is in Grand Rapids, Michigan, but we have plans to open our branches in one or two countries on every continent in the world and we intend to achieve this within the first 10 years of operations.
Currently, we have successfully equipped our head office; We have prepared all the necessary commercial / contract documents and have employed key employees who will be the pioneering staff of our construction company. In fact, all of us who work are receiving training to perfectly adapt to the roles they must fill and also to adapt to the general vision of the company. We are ready to officially open our doors to the general public on 1 st February.
- Our service offerings
Shannon Berg Construction Company is a construction company that will handle both small construction projects and massive construction projects for governments, private sectors and for individuals, so we do not intend to limit the scope of the projects we handle and what we do. We know that if we are good at what we do, it will be easier for our brand to grow beyond Grand Rapids, Michigan, to other parts of the United States of America and the rest of the world. Our commercial offer is listed below;
- Road construction
- Bridge construction
- Dam construction
- Construction of airports and heliports
- Construction of seaports
- Skyscraper construction
- Property construction
- Construction of public facilities (hospitals, schools, shopping centers, office complexes and industrial facilities, etc.)
- Construction of residential facilities
- Property renovation services
- Construction consulting and advisory services
Our vision statement
Our vision is to build a world-class construction company with an active presence in North America, South America, Africa, and Asia.
- Our mission statement
At Shannon Berg Construction Company, our mission and values are to help governments, the private sector, and people in the United States of America and around the world realize their dreams of building a world-class structure that can compete on a global stage. with the best in the construction industry.
- Our market objectives
Our market goal is geared towards helping us achieve steady sales growth, we regularly acquire new clients, do our best to retain our old clients, and of course create brand awareness for our construction company.
Our market objectives are driven by our mission and values, which is to help governments, private parties. The industry and people in the United States of America and around the world realize their dreams of building a world-class structure that can compete on a global stage, with the best in the construction industry. We want to build a world-class construction company that has an active presence in North America, South America, Africa and Asia.
These are the market goals we set as a construction company that is ready to compete with other leading construction companies in the United States of America.
- Build at least 2 office complexes (3 stories each) within the first 12 months of operation
- Build at least one farm within the first 24 months of operations
- Build at least 20 kilometers of road within the first 24 months of operations
- Build at least 10 bridges / flyovers within the first 12 months of operations
- Build at least 2 standard dams within the first 24 months of operations
- Build a minimum of 1 airport and 10 heliports within the first 5 years of operations
- Construct a minimum of 20 public facilities (hospitals, schools, shopping centers, office complexes and industrial facilities, etc.) within the first 24 months of operations
- Provide construction-related advisory and consulting services for a minimum of 1 client per month
What we aim to achieve from our marketing efforts are the following:
- To be on the list of the top 5 construction companies in the United States of America (within a benchmark of 10 years)
- They will be included in the top 50 construction companies in the world (within a 20-year benchmark0
- We want to build a self-sustaining construction business that will contribute to the growth of the economy of the United States of America.
Our marketing budget
The construction business is one of the businesses that cannot be exaggerated beyond what it can offer. In fact, you can spend a ton of money marketing your construction business, but if you don’t have standard construction jobs to display, you can hardly attract big clients. So what we intend to do is strike a balance in our marketing budget and our capabilities as a construction company. To the extent that we are going to set aside a reasonable marketing budget for our construction business, we will also make sure to start small and develop competencies and pedigree. In light of that, we will reserve a budget of US $ 50,000 to market our construction business within the first year of operations.
Going forward, we will budget between 5 and 15 percent of our annual income for marketing and promotion of Construction Company in the United States of America and also in the international market.
Construction Marketing Plan: MARKET ANALYSIS
- Construction Industry Overview
Statisticians and experts in the construction industry suggest that about 40% of construction projects are now fast building unlike what could be obtained before the century 21 st .India, United States, China, Japan, France , Germany and the United Kingdom are some of the countries with the highest construction production in their economy in 2015.
- Interesting Statistics on the Construction Industry
It is recorded that in the United States of America, the construction industry in 2014 generated about $ 960 billion in annual revenue according to statistics tracked by the Census Bureau. As of 2005, there are approximately 667,000 registered construction companies in the United States and they employ 1 million contractors and the average contractor employed by these companies at no fewer than 10 employees.
Overall, the construction industry in the United States of America employed approximately 5.8 million people in April 2013 and approximately 828,000 women worked in the construction industry in 2011. Without question, the construction industry is an important employer of labor in the United States of America and in most countries of the world.
The construction industry is an industry that is growing despite the fact that the industry has been around since the early days when people set out to build the Tower of Babel. One is true, the construction industry is evolving and new technologies and approaches are being employed when it comes to delivering standard and safer construction projects.It cannot be said that the industry is oversaturated simply because there are different areas in which a Construction company can specialize and if you’re good at what you do, then it won’t take much for you to keep attracting customers.
The factors and incentives that encourage entrepreneurs to enter the construction industry are the ability to obtain good returns on their investment with minimal risks. For example, when you get a contract to carry out a construction project, the norm is that you will mobilize financially to start the project. It means that you are not expected to use your money to carry out a construction project.
People are also encouraged to start their own construction business because on average it is profitable to run the business / workforce. It is a practice for construction companies to hire experts and occasional workers only when they have construction projects to execute. They don’t need to maintain a large workforce.
- Our target market
Our target market spans governments at all levels and countries, the organized private sector, and people of different classes and from all walks of life. We know that our outlets will be our excellent and timely delivery of construction projects using global best practices.
We will start with the local market, people, organizations, and the Michigan government, but we hope to expand our networks to customers in other states in the US and later in other countries around the world. Our construction company will be known for working with smaller clients (multiple people) and for working for larger clients (multiple governments and the organized private sector).
Below is a list of the people and organizations that we have specifically designed our construction services for;
- Families
- Organized Private Sector (Corporate Organizations)
- Land owners
- Businessmen and women
- University campuses
- Foreign investors who are interested in owning property in the United States of America
- The government of the United States of America (government contracts)
- The governments of other nations of the world
Construction Marketing Plan Template Sample SWOT Analysis
Surviving in the business world as a construction company requires more than knowing how to deliver standard projects but also how to network with key people who matter; decision makers who can decide who is given a project and all that. We know it will be a bit difficult to compete with established construction companies in the United States, especially since we are new to the industry.
To properly position our company for growth and compete favorably in the construction industry, we enlisted the services of a Dr. Joe Whyte, a renowned business and human resources consultant in the United States of America to assist us. perform a SWOT analysis.
It is important that we know our strengths, our weaknesses and the opportunities that we can seize in the industry and the threats that we are likely to face. With that, we will be able to devise strategies that will not only help us survive in the industry, but also build a global construction brand. Here is a summary of the result of the SWOT analysis that was conducted on behalf of Shannon Berg Construction Company;
- Strength :
Shannon Berg Construction Company can confidently boast a competent and highly experienced management team that is regarded as one of the best hands in Michigan. Although we are a new construction company, our president and board of directors are respectable people in the United States of America who have served the United States government in various capacities; We are a construction company that has the right network for the type of business we are in.
- Soft spot :
Well, the fact that we are a new construction company could count as a weakness, it is normal for clients to think twice about awarding construction contracts to newbies in the industry. Another weakness that can count against us in the industry is the fact that we may not have the financial muscles to drive the business the way we should. We require a large financial base to be able to purchase some of the latest heavy duty construction equipment.
- Opportunities:
Our business concept, mission and vision put us at an advantage in the industry. We will start small to build trust in Grand Rapids, Michigan, and there are many opportunities for us there simply because we are well positioned to work with both state government and the highly organized private sector.
- Threat :
Generally in the construction industry, both established construction companies and start-ups are subject to the threat of government policies, the global economic recession, and unforeseen natural disasters (disasters that can cause a setback). These are the threats we are likely to face as a rookie construction company in Grand Rapids, Michigan. Another threat that we are likely to face is the arrival of a large construction company in the place where our business has a strong presence.
- Our competitive advantage
We are well aware that there are large investors and construction companies that are well recognized in the construction industry, and we may have to compete with them when it comes time to bid for hefty government contracts.
It could be challenging to compete as a newbie in the construction industry, especially in a highly organized market like the United States of America, which is why we were deliberate in choosing our board members. Our competitive advantage is not limited to cultivating highly experienced professions that are members of our management team, but also members of our board.
Our board members are highly respected professionals in the United States who have served the United States government in various capacities; people who are expert business gurus and people who have the right connections and experience to make things happen with little to no struggle. For us, in fact, it is part of the competitive advantage that we are bringing to the market.
Another positive aspect for Shannon Berg Construction Company is the fact that our CEO / President is a renowned civil engineer, he has solid experience in the construction industry and has worked extensively as a senior project manager for one of the construction companies. leaders in the world. He will surely bring experience, expertise and network (connections) to make Shannon Berg Construction Company one of the leading construction brands in Grand Rapids, Michigan and also an active player in the global construction market.
Construction sample Business plan template SALES AND MARKETING STRATEGY
- Sources of income
Shannon Berg Construction Company was established with the goal of maximizing profits through the delivery of quality and standard construction work for our highly esteemed clients. We will ensure that we generate income from all available means within the construction industry. Below are the sources we intend to explore to generate income for Shannon Berg Construction Company;
- Road construction
- Bridge construction
- Dam construction
- Construction of airports and heliports
- Construction of seaports
- Skyscraper construction
- Farm construction
- Construction of public facilities (hospitals, schools, shopping centers), office complexes and industrial facilities and others)
- Construction of residential apartments
- Property renovation services
- Construction consulting and advisory services
Sales forecast
It is important to state that our sales forecast is based on the data collected during our feasibility studies and also on some of the assumptions readily available in the field.We have a relationship with the main stakeholders in the real estate and construction industry in Grand Rapids, Michigan and also in the US states and we are sure to get key construction contracts to start the business. Below are the projections we were able to make during Shannon Berg Construction Company’s first three years;
- First year: $ 2,000,000
- Second year: $ 3,500,000
- Third year: $ 5,000,000
NB : This projection is made based on what can be obtained in the industry and with the assumption that everything will facilitate the flow of construction contracts. Based on our calculations, we are likely to make a minimum of 30 percent profit after the task of executing key construction projects.
- Our pricing strategy
Part of the business strategy is to ensure that we work within our clients’ budget to deliver world-class, excellent construction projects. We are quite aware that there are large players in the construction industry in the United States of America who are not interested in small businesses and that is why we have positioned Shannon Berg Construction Company to take on such contracts.
While our prices may not be outrageously lower than what you get in the industry, we expect any price we bill our clients to be among the lowest they can get in the industry. The fact that we are going to bill our clients below what is obtainable in the industry will in no way affect the quality of our construction projects.
Our unique selling point; What makes our construction company superior to our competencies
Our unique selling point as a construction company is the fact that we handle a wide range of construction jobs; jobs ranging from the construction of farms and skyscrapers to the construction of bridges and airports, etc.
In addition, we will make sure to work within the budget of each of our clients and we will also make sure to deliver any project to handle within the established target date. In fact, we will work very hard to always exceed our clients’ expectations.
Another unique selling point that will give us a competitive advantage over all of our competitors is the fact that we have some of the best hands in the construction industry under our employ. In fact, our board of directors and administrative staff are people who are highly respected in the real construction industry in the United States of America and their profile can easily help us secure construction contracts.
Benefits that our client can earn when he sponsors our construction company
When any client hires our services as a construction company to handle any of their construction projects, we are confident that we will get the best of ourselves simply because we know that if we deliver a good construction job, other potential clients can see it and then hire our services. too. In fact, we will be known for offering world-class structures around the world. Creativity, excellence, and timely completion of construction projects will be our signature.
In light of that, here are the benefits that our clients and potential clients get when they sponsor our services:
- Standard and affordable construction projects
- Timely delivery of construction projects (we will make sure to meet the deadlines set for each construction project we handle)
- Good value for money
Guerrilla marketing strategies for our construction company
- Creation of brand identity for our construction company
When it comes to creating brand identity for a construction business, your construction projects should be your number one brand ambassador, so we must ensure that we deliver world-class projects at all times. We have been able to work with our consultants to help us to devise advertising and publicity strategies that help us reach the heart of our target market.
First of all, we want our brand to be visible and well communicated, which is why we have decided to work with different kinds of people in society. All of our advertising materials and jingles are made by some of the best hands in the industry.
The platforms that we intend to take advantage of to promote and advertise the brand of our construction company are detailed below;
- Introduce our business by sending cover letters along with our brochure to all corporate organizations and government offices in Grand Rapids, Michigan and other states in the United States.
- Advertise our business in real estate / property magazines and websites
- List our business in the yellow pages
- Promote our business on satellite television stations and radio stations.
- Attend trade shows, seminars, and exhibitions, among others
- Participate in direct email marketing
- Take advantage of the internet (social media platforms and our official websites) to promote our business
- Ensures that our workers wear our brand shirts. times during work hours and we will also make sure to mark our vans, trucks and cars etc.
Strategic marketing alliance with our competitors in the construction industry
In the construction industry, there are opportunities for a construction company to form a marketing alliance strategy with a competitor in the industry, especially when the competitor does not offer the same construction services.
One thing about the construction industry is that there are construction companies that specialize only in building / apartment / office construction. Facilities and other construction companies may not have what it takes to handle high-profile construction projects. such as dams, airports, seaports, bridges, and skyscrapers. When such construction companies secure any of these high-profile construction projects, it is natural that they get a competent construction company to outsource the project while agreeing on the profit sharing formula.
For example, larger construction companies may secure smaller construction jobs that they may not have time to handle due to other major construction jobs in which they are involved. What they are expected to do is outsource it to a smaller construction company that can handle the project effectively. In essence, a larger construction company can comfortably form a strategic marketing alliance with a smaller construction company.
Customer retention strategies (ways to improve our customer experience)
The construction industry is one where you are expected to meet the established standard in whatever construction job you handle, therefore the least you can do is meet industry standards. So as a construction company, we will do everything in our power to retain our clients, especially when we can secure important clients like the government.
The truth is, if a company can achieve more than 60 percent retention, the company is sure to experience high turnover, and such a company can comfortably be classified as a healthy company. We have refined plans on how to improve our customer experience from time to time to retain them and continue to obtain construction contracts from them or obtain referrals from them.
These are the ways we intend to use when it comes to improving our customers’ experience so that we can create a good impression and generate repeat business from them:
- Ensures that we deliver standard construction projects to our clients
- Make sure you get feedback from our customers at all times
- Make sure that we work within the established budget of our clients and also to deliver all projects within the agreed deadline
- Make use of effective customer relationship management (CRM) software to effectively manage our customer base.
- It ensures that we lead our clients when making decisions that directly affect them.
Possible ways in which we intend to offer incentives to our clients / clients (Bonuses, Discounts, etc.)
The possible ways in which we intend to offer incentives to our clients as a construction company is not to give them discounts or bonuses, since giving discounts or bonuses is not suitable for the type of business. we run.
If we want to give any incentive to our customers, it is to give them gifts / baskets during special occasions like Christmas, New Years, Independence celebrations, Thanksgiving and Esther celebrations, etc.
We will also make sure to take steps to reward clients who help us secure a construction job; We will give them a commission on any contract that we guarantee through them. It is a way of encouraging them to help us look for construction jobs, as they will benefit from it.
- After-sales service and customer service
Part of the after-sales services that a construction company is expected to offer is to ensure that they are directly involved in the maintenance of the project (bridge, stadium, airport, roads, etc.) for a period of time agreed upon by the project owner. This will allow the construction company to effectively access the project and ensure that it is fulfilling the purpose for which it was built.Another after-sales service that a construction company can provide is to train the end users of the facility on how to get the best performance from installation and also how to carry out security measures, et al.
customer care services, we will make sure to maximize our customer relationship management software applications to keep in touch with our customers and make sure to bring them when we have any information that we know will benefit them. We will also open channels (email, sms portal, telephone and email address) where our clients can present their complaints if they have any.
10 possible questions we intend to ask our clients during our market survey
These are the 10 possible questions we are going to ask when conducting a marketing survey of our clients:
- He is satisfied? with the quality and standard of the construction projects that we have handled?
- If you are not satisfied with the quality and standard of the construction projects we have handled, in what areas do you want us to improve in the future? ?
- Do you have a construction project that you would like us to handle?
- How do you want us to communicate with you when we want to convey useful information about our business that will be of great benefit to you or someone you know (i.e. when we have properties for sale, rent or rent, etc.)? Through letters, messages from text, email or through mobile applications (BBM, twitter, 2Go, WeChat, WhatsApp and others)
- Other than the United States of America, which country would you recommend that we establish? above our branch?
- If you own a construction company, can you establish a strategic marketing alliance with us?
- Have you ever seen any of the construction projects we have handled before? ?
- If you’ve ever seen any of the construction jobs we’ve handled before, what’s your assessment? Poor, good or excellent?
- Can you comfortably recommend our construction company to your family, friends and colleagues?
- Are you satisfied with the delivery of our customer service? If not, in what areas do you want us to improve?
Actionable marketing ideas for our construction company
Profitable ways we intend to advertise / promote our Construction Company without using the internet
These are the platforms on which we intend to take advantage of the publicity and promotion of our construction company in the market;
- Place advertisements in both print media (real estate newspapers and magazines) and electronic media (radio and television)
- Present our business by sending cover letters along with our brochure to all corporate organizations and government offices in Grand Rapids, Michigan and other states in the United States.
- Sponsor relevant community programs
- Attend local and intentional real estate trade shows / expos
- List our business in the yellow pages
- Place our invoice panels in strategic locations
- Participate in direct email marketing
Low cost ways we intend to advertise / promote our construction company on the internet
We are quite aware that the Internet is currently the largest platform when it comes to advertising / promoting any business and a good thing about Internet advertising that it is much cheaper than other conventional advertising platforms. That is why we will make sure to explore all the means available on the Internet platform to promote our construction company.
These are the ways in which we intend to take advantage of the Internet to advertise / promote our construction company:
- Take advantage of the Internet and social media platforms such as; Instagram, Flickr, Fotolog, Pinterest, Shutterfly, Tumblr, WordPress, Facebook, twitter, YouTube, Google+ and Snapchat to promote the brand of our construction company
- Design an interactive corporate website and we will use the platform to promote our construction company
- Post Ads on High Traffic Websites
- Participate in blogs and use the platform to promote our construction company
- Take advantage of email marketing strategy to advertise and promote our property construction company
Creative marketing ideas specific to our construction company
Whether there are creative marketing ideas specific to the construction business. It will definitely be the construction projects that you have handled in the past. The truth is that if a construction company successfully completes the start of the art construction project; there are many other clients who would like to do business with them.
In essence, if a construction company wants to continue to secure construction work, then they must ensure that they deliver world-class and unique work every time they have the opportunity to do any construction work because that is perhaps one of the easiest means to market. your construction business.
Finally, there is hardly any business or company that intends to grow and continue to generate income that is not used on the Internet to market its goods and services. So, as a construction company, we are going to maximize the Internet to market our business. We will make sure we have an online catalog of all the construction projects we have handled; This will give our potential clients the opportunity to have a vision of what we are capable of and the king of construction jobs that we are known for.
