CASE STUDY
The Tradesmen Group
Overview
The Tradesmen Group is an employee-owned historic restoration company that preserves and restores America's most cherished historic buildings and monuments. Built on craftsmanship, safety and culture, the company balances the demands of complex project work with the ongoing challenge of attracting and retaining top industry talent.
As The Tradesmen Group (TTG) prepared for a period of growth and a full brand evolution, they partnered with Earned Impression to lead a comprehensive brand marketing and public relations campaign.
The engagement was designed to support two primary objectives: attracting new business and recruiting top industry talent. This work led to a complete brand launch in October 2024 and continues to support growth across digital marketing, recruitment, internal communications, earned media and sales execution.
Kevin Saghy serves as The Tradesmen Group’s fractional Head of Marketing and Communications and as a member of the company’s executive management team. He is tasked with leading marketing communications strategy and execution across all business units and ensuring alignment between brand positioning, revenue goals and internal leadership.
Strategy
PROBLEM
The Tradesmen Group needed a cohesive brand identity and digital presence that effectively communicated their specialized expertise in historic restoration while highlighting their transition to employee ownership.
Existing marketing materials failed to showcase the breadth of their capabilities across multiple trades and geographic regions, limiting their ability to attract high-value clients such as churches, universities and corporations with historic properties. Their existing website and public branded materials also limited recruitment efforts for skilled tradespeople in a competitive labor market.
REBRAND
Our strategy focused on building a unified brand and marketing system that could address these challenges while driving immediate results and long-term growth.
Following the October 2024 brand launch, the new visual identity and messaging were applied across company apparel, documents, trucks, equipment, jobsite signage, digital channels and internal communications to create a consistent, recognizable presence. The website was redesigned to clearly communicate services, capabilities and career opportunities, supporting both project lead generation and talent recruitment.
CAMPAIGNS
Paid search and social media campaigns were deployed to drive qualified project leads and attract top candidates, while content and communication materials reinforced credibility, expertise and company culture. This includes two years of biweekly TTGIF Inspired Fridays newsletters, an internal publication designed to engage employees, reinforce company culture and align staff with key initiatives.
Earned media coverage announced the rebrand while highlighting completed projects, while professional video production has showcased real employees and jobsites. The video content has been cited by top industry candidates as a key factor in deciding to apply after comparing The Tradesmen Group with its competitors.
INTERNAL
Additionally, new business and capabilities presentations have been developed to support successful sales pitches, and internal communications initiatives have supported key milestones, including two ESOP company valuation announcements. Under its new ESOP structure, TTG adopted employee-centric storytelling across internal and external communications, an evolution from its historical marketing approach.
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Results
LEAD GENERATION
Paid search campaigns have generated 82 qualified leads for Tradesmen Crane & Equipment (TCE), a subsidiary of TTG, converting to more than $850,000 in revenue, while combined paid search and social campaigns produced more than 150 new project leads for The Tradesmen Group in the first two years.
AWARENESS
Brand awareness and engagement increased significantly following the October 2024 rebrand. TTG’s social media following grew by 181 percent, generating more than 158,000 impressions across website, social and paid campaigns.
Earned media coverage amplified the new brand launch and highlighted completed projects, reinforcing the company’s market position and credibility.
HIRING
The redesigned website, organic and paid recruitment campaigns have generated more than 500 job applicants, who have been positively influenced by a combination of authentic employee stories, professional video content and significant “Work With Purpose” displayed on many of America’s most significant buildings and structures.
FRAMEWORK
Additionally, the framework established through this engagement created a repeatable system for internal and external communications. Two years of TTGIF Inspired Fridays newsletters have engaged employees and reinforced company culture, while internal communications support key milestones including annual company valuation announcements. New business and capabilities presentations have successfully supported large-scale sales pitches, contributing to ongoing growth and client acquisition.
Earned Impression is proud to be a partner in support of The Tradesmen Group’s impressive Work With Purpose!
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