Alpha Associates
home
alpha tool kit
marketing solutions
implementation
success stories
staff principals
alpha notes
advisory services
more information
contact us

Success Stories

Construction

Company Profile
This is a 60-year-old construction management company with offices in Boston and New York City. Their geographic focus is the New England states and New York and New Jersey. The company has had a rich history of success since the 1950’s. In the mid-1990’s the company began to specialize in Senior Living and Multi-Family Construction and became well-known in this construction specialty.

The Situation
The CEO and owner of the company decided they needed to re-examine the “front-end” of the business, namely the Marketing and Sales functions and create a workable Marketing Strategy. Of special note is the fact that the company had no construction projects in Massachusetts for the previous 10 years. A needed key element in the program was to reintroduce the company to the Senior Living industry in Massachusetts, where the company headquarters is located.

The Alpha Program
During this engagement a Marketing/Sales Program and a Business Strategy were created and implemented in cooperation with senior management. The key elements of the program were:

  • Marketing
    • Development of a Marketing Strategy for the company.
    • Study of competitive environment in 4-state area.
    • With a full service advertising agency, the following:
      • Completion of a company branding program
      • Development of an all-new website
      • Membership in Massachusetts Senior Living Associations
      • Direct Marketing Program to targeted market sectors
      • Public relations program
      • Media relations program for news and articles
      • Eblast program to connect with industry Targets and Centers of Influence
      • Special communications with existing company network
  • Business Development
    • Hire new Director of Business Development
    • Integrate Business Development function with Operations
    • Design and implement a structured Relationship Sales Program
    • Develop industry targets for BD contact
    • Develop Centers of Influence targets for BD contact
    • Implement a BD activity tracking program
    • Hold weekly program progress meetings with Director of BD and CEO
    • Actively participate in Senior Living Association functions
  • Business Strategy
    • Hire new CFO
    • Develop and implement an Annual Business Plan with CEO
    • Conduct monthly progress meetings with Senior Management of Business Plan/Action Plans
    • Hold weekly meetings with CEO on Business Programs, opportunities and issues

Results
After a 5-year period, the company has been successfully reintroduced to the Massachusetts market and has ongoing construction projects in MA, VT, CT and NY. It has expanded the Project Management Team to meet Construction Management needs and is implementing a very successful and profitable growth program, well positioned for continued future growth. This is an ongoing engagement for Alpha Associates.