Company Background

Since 1989, Choate Construction has been a leader in commercial, industrial, and institutional construction, building trust, relationships, and a reputation for quality. Recognizing the growing demand in the cold storage sector, Choate has launched a strategic campaign to expand its reach and enhance brand awareness within this industry.

Choate's people-first philosophy has been the cornerstone of its success. However, in today's digital age, the company understands the need to adapt its approach to maintain its personal touch while embracing modern marketing strategies.

The Challenge

To effectively position itself in the cold storage market, Choate identified key areas of focus:

1. Demonstrating Expertise: While Choate has experience in cold storage projects, the goal is to highlight this expertise more prominently to attract new clients.
2. Embracing Digital Marketing: Transitioning from traditional relationship-building to incorporating digital tools such as email campaigns, LinkedIn advertising, and automated follow-ups.
3. Maximizing Trade Show Impact: Enhancing trade show participation by integrating digital strategies to generate leads, secure meetings, and leave a lasting impression.

GO’s Approach

GO collaborated with Choate to blend its established reputation with innovative digital marketing tactics:

• Targeted Messaging: Crafting clear and confident communications that reflect Choate's commitment to quality and its strategic focus on the cold storage sector.
• Personalized Email Campaigns: Developing engaging emails that foster genuine connections, encouraging recipients to engage with Choate's offerings.
• Strategic LinkedIn Advertising: Creating compelling ads to increase visibility and stimulate interest in Choate's cold storage capabilities.
• Human-Centric Automation: Implementing tools like Calendly for seamless meeting scheduling and QR codes for efficient contact information exchange, all while maintaining a personal touch.

The Solution

The integrated strategy led to significant advancements:

1. Pre-Show Engagement: Email campaigns generated anticipation, inviting recipients to connect with Choate at upcoming events.
2. Dynamic Trade Show Presence: An interactive booth experience, featuring user-friendly QR codes, facilitated effortless information sharing and meaningful interactions.
3. Effective Advertising: LinkedIn ads successfully raised awareness, drawing attendees to learn more about Choate's services.

Results

The campaign yielded notable outcomes:

• Quality Engagements: Secured multiple high-value meetings, accelerating Choate's entry into the cold storage market.
• Personalized Follow-Ups: Digital tools enhanced Choate's signature personal touch, ensuring follow-up communications were tailored and impactful.
• Elevated Brand Perception: The cohesive integration of digital marketing and event participation enhanced Choate's credibility and presence in the industry.

Through this strategic initiative, Choate Construction has effectively expanded its reach and strengthened its brand awareness within the cold storage sector, positioning itself as a trusted partner in this growing industry.

Next Steps/Conclusion

The results are in, and they’re clear: digital works for Choate, and the cold storage sector is ripe for growth.

• Bigger Plans Ahead: Choate is doubling down on what worked—more refined messaging, deeper automation, and sharper ad strategies.
• Owning the Cold Storage Space: As Choate continues to expand its cold storage expertise, the focus will be on sharing project wins, telling compelling stories, and showing the industry that Choate isn’t just in cold storage—they’re here to stay.
• Making Digital Feel Personal: Future campaigns will continue to blend technology with the personal touch that Choate is known for, ensuring every interaction feels genuine, whether it’s face-to-face or through a screen.

Choate has proven that they can not only compete but thrive in the digital arena—without losing the values that made them successful. They’re taking on cold storage with the same drive and determination that’s fueled them for over 30 years. The future’s looking bright, and yes, it’s cooler than ever.