Helping a left-brained company get their positioning right.
At fifty years old, Siegfried Engineering wasn't exactly the new kid on the block. The company had a solid reputation that developed naturally over the decades, but as competition grew and the industry shifted, they realized their messaging would need to be updated to reflect the changing times.
Developing cohesive messages collaboratively
Working closely with project lead Deanna Alcorn of DA Studios, we developed a communications platform to push Siegfried ahead of the pack. While Deanna handled the art direction of Siegfried's new materials, Roughstock spearheaded the strategy, conducting interviews and market research to evaluate the current state of Siegfried's messaging. Turns out, we were dealing with multiple audiences, all of whom had specific messaging needs. To make matters even more interesting, we had to balance the perceptions and needs of three different company principals. How on earth do you translate so many stakeholder needs into the following materials?
- Positioning statement
- Key messages, broken down by audience
- Tagline
- Communications platform with accompanying guidelines
- Copy blocks that can be mixed and matched depending on messaging needs
- Capabilities brochure, inserts, and additional marketing pieces
The answer was to identify the firm's differentiating strengths, then translate them into messages that speak directly to the company's various audiences.
Excerpt: The only surprise is how easy we make it
"The engineering process should facilitate the success of your project, not hinder it. Siegfried's integrated approach moves each project seamlessly from concept to execution. Always led by one of Siegfried's principals, each project is assigned a dedicated team of licensed professionals. These teams keep projects on track through open communication, including direct access to project principals. They collaborate to identify opportunities for cost savings. They work closely with regulatory agencies to keep all parties on the same page. And they provide the deliverables you need when you need them. Experience what it's like to work with an engineering firm that supports your vision at every stage."
Excerpt: Civil Engineering
"The best engineering solutions turn project limitations into limitless possibilities. Siegfried understands the unique needs of our clients, and we work closely with architects, design-build firms, and both private and public entities to produce the most appropriate solutions to any challenge. The key lies in an expertly managed process that addresses the details of each project without losing sight of our clients' larger vision. Whether a small project or an entire community, Siegfried can turn any site into a space that simply works—for our clients, and for their users."
