CLIENT: GradeBeam.com
GradeBeam.com is an online communication platform connecting contractors, subcontractors, and project managers, streamlining the construction process through better collaboration.
Key Insights:
In the wake of the 2010 economic downturn, the construction sector was slow to adopt new technologies, prioritizing immediate survival over long-term innovation. GradeBeam’s potential was clear—it enhanced project management workflows and saved contractors time and money. However, it required a strategic repositioning to communicate this value effectively and position the company for acquisition. We aimed to emphasize GradeBeam's necessity even in challenging market conditions and its long-term growth potential.
Positioning and Strategy:
We repositioned GradeBeam as the ultimate communication solution for contractors, pivoting the conversation from "Just Getting By" to "GradeBeaming" with superior efficiency. The tagline “CONNECT. COMMUNICATE. CONSTRUCT.” emphasized the platform’s benefits: streamlining communication, improving collaboration, and driving successful project outcomes.
Design and Execution:
We redesigned the corporate identity, website and marketing materials, showcasing GradeBeam’s role in driving operational efficiencies, down to the number of documents being shared at any given time. The innovative “BeamerBoons” online newsletter highlighted success stories from real contractors, making the platform's benefits relatable and immediately clear.
Outcome:
GradeBeam.com saw its membership base double within a year, with more than 300,000 firms actively using the platform. Over 11 million electronic private project opportunities were exchanged through GradeBeam.com, with contractors reporting communication efficiencies of up to 90% and subcontractors experiencing a 13x increase in private project opportunities. GradeBeam's strengthened market presence led to multiple acquisition offers, culminating in a high-value sale well above initial expectations.
