Crafting sector experience into a sharper market position
Extract
Project Summary
Corstorphine & Wright is an award-winning architectural practice working across sectors from student and city living to offices and bluelight. It needed collateral that would stand out in a crowded market and showcase its USPs effectively. Gunning Marketing created 10 sector-specific brochures and, over a years-long relationship, went on to refine the practice’s brand proposition and website copy, strengthening its market positioning.
The Challenge
Combining creative excellence with commercial edge, the company delivers value for clients and communities.
With clients spanning sectors ranging from student and city living to offices, the practice wanted to create collateral that resonated with its wide range of target audiences and differentiated it from competitors.
We were initially approached to create sector-specific brochures that communicated the practice’s USPs. The years-long relationship has evolved to include articulating the practice’s brand proposition and creating compelling new web copy.
Our Approach
Collaborating with Corstorphine & Wright’s marketing department, we created 10 brochures that focused on different audience sectors – including city living, student living, mixed-use, bluelight, defence and education. We started by analysing competitor collateral to determine a differentiated approach. Working with the sector leads and marketing and graphic design team, we created a compelling format that highlights the benefits and value Corstorphine & Wright brings to each sector.
Following the successful roll out of the brochures, we worked closely with the directors to finetune and formalise its brand proposition – before creating compelling new web copy that effectively communicates that proposition to the market.
Results
Driving engagement, our brochures have helped Corstorphine & Wright win new business in key sectors. The new website has boosted awareness and lead generation, effectively communicating the value the company delivers to a range of stakeholders.
Our work with Corstorphine & Wright is ongoing in areas including new collateral, content strategy and internal communications.
“Not only do we get great copy, but we get valuable strategic input on how to position the practice in our markets and in line with our growth ambitions”
Sarah Breedon
Marketing Manager
“You have done an amazing job herding the cats to produce a great piece of copy”
Simon Crosby
Director