Marketing Objective

F.H. Perry Builder has a well-earned reputation as a premier remodeling company that concentrates on high-end luxury residences in downtown Boston, Cambridge and upscale suburban communities in eastern Massachusetts. The first stage in our partnership with F.H. Perry Builder was to conduct extensive research, both internally and outside the company to ascertain how members of the team at all levels as well as their trade partners (architects, interior designers, etc.) viewed the company.

In particular, we wanted to go beyond just descriptions of what they did or how they were better or different than other companies offering similar services. We wanted to “dig deeper” and see how their company culture created a standard of excellence that exceeded others’ expectations.

Once this analysis was completed, we then developed a strategy and marketing messages that conveyed both the company culture and their distinct position in the marketplace.

Creative Marketing Solution

We developed a positive marketing message that would build on the company’s theme of “Vision Accomplished.” Known for their ability to work with architects and owners of exclusive residences which often involved challenging situations due to the age of a residence or the unique requests by the owner’s dream home, we developed a theme centered on the positive message of “Yes.”

“When you start with ‘yes,’ anything is possible” became the focal point of their message which is reflected in all facets of their marketing, from the company’s website to print advertising and social media.

Website Design

 

Two important objectives faced us with the new website:

  1. Create a photo gallery that would encourage website visitors to tour various projects and view excellent professional exterior and interior photos easily on all devices.
  2. Build new pages that spoke to specific audiences such as architects and interior designers in addition to adding website pages that focused on specific type of remodeling projects such as historic restorations, bathrooms, kitchens, etc. This new format not only improved the average time people spent on the website, but also the number of pages viewed.

Navigation

We re-built the information architecture of their site to create a clear path for a potential client to find out more about what F. H. Perry can offer them in their specific need.

This includes kitchens, bathrooms, architects, interior designers and everything in between. Each page focusing on that specific service so the user can learn more about how F. H. Perry can help them accomplish their vision.

Want to experience this website for yourself?

View F.H. Perry Website

Video

The essence of video is its ability to capture the values and beliefs of what distinguishes one company from another. In this short video, F.H. Perry Builder President Allison Iantosca thoughtfully presents the history of this 40-year old company, weaves in her beliefs of what makes her team so unique and offers a vision for the future that inspires the viewers to want to learn more.

Print Ads

Since F.H. Perry Builder appealed to ultra, high-end clients, the ads ran in specialty publications such as Boston Design Guide and the Beacon Hill Civic Association Annual Directory.

Using the company’s excellent interior and exterior photography, these ads also included a more personal approach using photos of key management personnel and personal quotes that reinforced the company’s “Yes” philosophy.

Marketing Campaign Results

Developing a company’s identity that defines their culture and beliefs and explains clearly what makes them so passionate about their work can be challenging.  The foundation of those messages emphasized the importance of building relationships of trust and confidence, not only with their trade partners but, most importantly, their high-end clients .  Fortunately, F.H. Perry Builder is a team of professionals who appreciate the value not only of what they do and how they do it, but especially why they are so passionate in the first place.
Expressing these values and beliefs through their new, interactive website and multiple color print ads to very specific audiences provided a platform from which the company has been able to enhance its branding messages. A series of consecutive ads in Boston Design Guide provided a unique opportunity to reinforce the personal relationship F.H. Perry Builder has with their clients, conveyed in their tagline, “When you begin with ‘Yes,’ anything is possible.”

“Rebranding is not for the faint of heart. It takes risk and vulnerability and a partner who can push and support your creativity throughout the process. The Carlson Communications Team not only partnered with us, but dedicated time and resources as if we were their most important client. They were relentless in their pursuit of perfecting every detail in our new website and ad campaign to reflect a distinctive and engaging story. Our re-brand so successfully speaks to our unique audience that we feel re-energized ourselves to deliver upon the craft and quality that we have always been known for.”

— Allison Iantosca, owner and president, F.H. Perry Builder

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