Branding Case Study: Bridge Wiring
How we built our new internal brand
Who We Helped
Bridge Wiring is one of MAXtech Agency’s internal brands launched in 2022 under the MAXtech umbrella to do low-voltage wiring for clients. Bridge is based in Columbus, Ohio, but services the entire state.
Bridge has several experienced techs with years of experience under their belt; they’re specialized in structured wiring and cable installation, but also excel at computer, network, and fiber-optic wiring, as well as security and telephone systems.
Years of experience and specialization—but no place to showcase it. To get things off the ground, Bridge needed an online presence: a strong website, a Google profile, social media, and paid ads.
How We Did It
The beginning of establishing Bridge Wiring was the creation of a strong brand identity. Our team got together to create the name, “Bridge Wiring,” and carefully selected a font and logo colors that represented the brand, choosing a combination of navy and light blue (matching the color of the many miles of network wiring Bridge runs).
Once we had our brand identity in place, we moved on to the website. Our web developer and design team created a layout for the website’s structure. Then, we created content focused around the brand for the website. After interviewing some of the Bridge team, we crafted pages for services, an about us section, a gallery showcasing their work, a FAQ page, and a contact page. We also highlighted local clients and the diverse industries that Bridge Wiring serves.
After the website was complete, we moved on to creating a Google Business Profile. This profile appears when someone searches for a business on Google. We meticulously created the profile, adding a biography, contact information, store hours, photos, and social media profiles. The Google Business Profile is also a place for customers to leave valuable reviews, which we were able to obtain by reaching out to some of Bridge’s past customers.
To strengthen their marketing initiatives, we took a multi-faceted approach. First, we designed brochures that described their services and provided contact information. These brochures are used for in-person sales, allowing potential customers to easily access information about Bridge Wiring. We incorporated QR codes in the brochures to lead individuals to specific landing pages on the website.
We also understand the impact of online advertising, and decided to focus on setting up Google Ads. Our strategy involved creating “call only” ads and regular search ads. The “call only” ads provide a phone number and brand name when users search certain keywords. To track the success of these ads, we used a platform that enables us to identify which phone calls are coming specifically from this ad.
After our marketing and SEO efforts, Bridge Wiring started ranking for some of their top keywords. Local searches for terms such as “structured wiring,” “data cabling,” and “network cabling” placed Bridge Wiring in the 1st or 2nd position within the area. They also ranked nationally for keywords like “network wiring” and “data cabling.”
Bridge’s ads gained significant traction within this short span of time. The “call only” ads generated a few big leads, including a project from one of the largest technology companies in the world. Over the course of just a few months, their ads had 45K impressions, 467 clicks, and 10 conversions.
During this three-month period, their website experienced substantial traffic. A total of 3,393 sessions were recorded, with 3,104 unique users visiting the website. Most of these visits were from direct searches, where users specifically searched for Bridge Wiring, followed by visits from paid search campaigns.
To successfully launch our latest services, we came together to brainstorm a brand identity and create an online presence for Bridge Wiring. From crafting a memorable brand to developing an informative website, creating a compelling Google Business Profile, designing engaging brochures, and setting up effective Google Ads, Bridge Wiring is well-equipped to connect with their target audience and thrive in their industry. In just three months time, Bridge Wiring started to see more and more traffic to their website and generate quality leads. With the right mix of branding, print, and digital marketing, Bridge is set up for success to market to their potential buyers.
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