B2B Professional Services Marketing Case Study

The Client

A Storied Engineering Firm

Raleigh NC based Kimley-Horn is one of the largest civil engineering and consulting agencies in the country. The professional services firm has worked on a wide array of projects over its 50+ year history, from local municipal infrastructure and upgrades to nationally recognized monuments. It’s reach has expanded rapidly in recent years including a recently added Seattle office established to support projects in the growing metropolis and around the Pacific Northwest.

The Pain Point

The Marketing Challenge

Seattle’s Department of Transportation (SDOT) had started the RFP process for partners who could support a multi-billion dollar extension of its light-rail service. The firm submitted its proposal, but the agency was still in its review process. In the meantime, the company wanted to make sure the depth of its experience on similar previous projects was felt.
It needed some way to ensure that its professional services brand remained highly visible to decision makers without trying to directly influence their decision making process. As a mid-market brand, the company already had internal marketing supports but needed extended out-of-home marketing expertise to build and implement the campaign at street level.
The Strategy

An Integrated Marketing Strategy

Catalyst collaborated directly with the firm’s go-to-market, creative, and brand stakeholders, to provide campaign support in three areas: Strategy, creative, and operations.
1

Strategy

Our team developed a three-part strategic approach to reach decision makers' at multiple touchpoints throughout their workday including a light-rail, public bus, and retail activations.

3

Technical

Provide a wide array of digital marketing support from redesigning the company’s website to . Ongoing work includes strategic and technical support including CRM, MAS, and Email/SMS marketing integration.

2

Creative

Our team developed branded materials for each of the three activations. Their work included concepting, creative design and development, sizing, and proofing through multiple management tiers.

4

Operational

Our team implemented each of the activations, orchestrating street teams, local businesses, and partner agencies to implement the campaign in an integrated manner, across activations.

THE PARTNERSHIP

Lockstep at Every Touchpoint

From discovery to implementation, Catalyst’s project manager embedded with the firm’s internal teams to collaborate on planning, organization, and execution of the professional services marketing campaign. Once the campaign was completed, our team provided additional reporting that helped showcase the reach and impact of the campaign. We also helped shape materials that showcased how the campaign helped meet the objectives.

“We loved working with the Catalyst team. They took our original idea and amplified its impact while raising a variety of flags to ensure the campaign reached its target audience. Our project team was responsive and a delight to work with.”

5/5
THE OUTCOME

B2B Professional Services Marketing Campaigns that Work

Only weeks after the campaign completed, Kimley-Horn won the contract for the job that would shape both the city’s future and the company’s reputation as one of the leading professional services and consulting firms on the planet. The light rail project is currently under implementation and Kimley Horn is now a vendor of choice for municipalities across the region.

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