the stakes
reinventing a family legacy to bridge 🌉 the gap between corporate and hospitality
đź‘Š
the bottom line
when Specialty Group first came to sweb, their challenge was specific: how do they differentiate themselves and attract new leads when their competition is bigger with more competitive prices and name recognition?
đź’ˇ

Terri S.
strategic thinking
we conducted a six-week discovery process that included communication with clients, customer profile building, competitor analysis, and a deep dive on the history of Specialty Group.
during each client interview we heard the same thing over and over again.
- “they get results
- “I trust them”
- “I feel like I am their only client”
game-changers

an identity : the new Specialty Group identity sought to draw on the feeling of working with them and contrast it with the competition. no phone mazes, no backroom deals. just the facts you need to make an informed decision. they aren’t trying to make a sale they’re trying to find a match. and they have decades of experience doing just that. once there was an ownable identity, the rest fell into place.

the plan : with a strategic voice in hand, sweb developed a channel plan that used the existing social architecture in order to make their new identity as easy of a lift as possible. we leveraged current email lists to develop new a email marketing strategy aiming to turn one-time customers into future consumers, and gave each social platform its own dedicated approach.
social
what we did:
we heard more than once during our discovery that clients turned into repeat customers because they knew who was helping them and they trusted them to handle their work. this led to a two-pronged ✌🏼, personalized approach for social.
Instagram, LinkedIn
the Vice President of Specialty Group already had a successful instagram account with a few thousand followers. to level up his foundational work, sweb developed three new video concepts focused on education in the area of restaurant and real estate brokers. our goal was to shift the mindset from influencer to thought leader – a person seen as an expert with an opinion. we also encouraged him to lean into his personality to help show off his expertise because people want to connect with a person, not a faceless brand.
results
meanwhile, the President of Specialty Group had a LinkedIn following of nearly 6000 individuals and was widely recognized as a mover and shaker in the community. sweb took her profile, optimized it, and gave her the rules of the road for LinkedIn success. in less than six months, she gained nearly 1300 followers on the platform and saw above average industry engagement.
results
takeaway
if you struggle to understand your unique differentiator – ask your customers. they chose you for a reason. ask them what it was and others might too.
did we mention you can keep us on speed dial? 👇🏻
sweb continues to act as a consultant, offering monthly check-ins to test, learn and optimize. each check-in creates an actionable list of tasks with goals for the subsequent meeting. this allows us to continue to gauge the efficacy of the program and adjust accordingly.