Branding | Website | Digital marketing | Creative design | SEO

New breaking boundaries, building excellence
positioning for construction group 

ACS Construction Group provides the full construction solution through five dedicated business divisions – ACS Construction, ACS Developments, ACS Contracting, ACS Energy & Utilities and ACS Groundworks.  

Objectives

ACS Construction Group’s strategy was to transition from being a construction contractor to becoming the principal contractor, with five distinctive business divisions. They needed a brand value proposition which would support the refreshed positioning and create a point of differentiation vs. competitors. 

Alongside the initial brand strategy work, ACS wanted a long-term marketing partner who could support with their marketing strategy and plan and all key activities throughout the year. 

Solution

Brand strategy development 

During a deep dive meeting with the key company leads, it was clear that ACS had many unique qualities which needed pulling to the fore.  

Having been consecutively awarded the prestigious Investors in People Gold accreditation and directly employing most of their workforce, it was clear that they were a people-first business. Alongside this, their perfect Achilles scores, and evidence of innovation to solve problems and add value, evidenced how they were raising the bar in the construction industry. 

We developed a unique brand value proposition that directly represented these unique qualities, and the brand purpose and tagline were formed: Breaking boundaries. Building excellence. We also developed new brand values which have been rolled out across the group including all construction sites. 

Marketing and content plan

Over the past four years we’ve supported ACS with the development of their marketing strategy and plan. As they don’t have their own in-house marketing team, Embrace provides several disciplines – marketing direction, management, and coordination alongside all the benefits that a full-service agency has to offer.  

According to the marketing and content plan, our activities include website updates, search & SEO, social media management, animations, brochures, proposal/tender PowerPoint slide design, infographics, case studies, email campaigns, internal newsletters, and content writing. 

Web design and build

Following our initial brand strategy work, Embrace was commissioned to develop a new company website. As part of the process, we also refreshed the brand look and feel in terms of photography and brand assets.  

During the website development process, we mapped out the user experience (UX) for key target audience segments across the five business divisions. We also generated an Embrace REACH search & SEO report to determine the best keyword opportunities in terms of traffic, relevance, and likelihood of ranking. 

Once the website UX, search and SEO were in place we generated all of the website copy alongside different creative concept designs. The website was launched on time and on budget.  

Outcomes

The new website is used for lead generation and as part of longer proposal processes where the lead time from enquiry to a win can take 6-18 months. The new website also now provides a clear and unique proposition for ACS to set them apart from competitors. 

Our work with ACS continues to reinforce the company’s positioning as a leader in high-quality, innovative construction solutions. We continue to maintain brand awareness and to expand the company’s reach within the construction industry. 

“We have been working with Embrace for six years now and they are a pleasure to work with. In this time, Embrace has become the marketing and branding arm for our organisation, together we have developed and implemented a marketing strategy and plan for our business. Their approach is collaborative and professional. Following on from our initial ‘Needs Analysis’ meeting they have allowed us to raise the profile of our business through various marketing campaigns and refreshing our brand, messaging and website. We will continue to use Embrace and highly recommend them.”

Matt Cummings
Business Development Manager, ACS Construction Group

About ACS Construction Group

ACS Construction Group is a leading UK construction services group that breaks boundaries and builds excellence. ACS offers the full construction solution across five dedicated business divisions. 

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