Our Work

Success Story

Butler Manufacturing –
East Region

Strategic Consulting and Production Horsepower Fuel the Relationship

Challenge

As the nation’s largest manufacturer of steel buildings and the industry’s iconic brand, Butler Manufacturing had a lot to talk about. But that came with some inertia that kept them from embracing digital marketing opportunities when they emerged in the late 90s and early 2000s.

Solution

The company’s East Region decided to introduce digital marketing to the mix traditionally used and engaged MoJo Active to be its partner. We worked both sides of a push/pull marketing approach – Butler needed to generate interest from building owners and they needed to push the product benefits to the independent builders that they sell through.

A critical part of the relationship has been the strategic discussions that have taken place over the years. Our depth of knowledge about the constructions industry in general and Butler’s products and services specifically created value and solidified our role as a true partner.

From search optimization and pay-per-click campaigns to whitepapers, drip email campaigns and direct mail strategies, we helped Butler’s East Region pioneer digital marketing trends that are now embraced company-wide.

As an extension of this work, MoJo Active has worked directly with several Butler Builders® independently of our work with Butler. This work allowed us to leverage the knowledge we have about Butler’s products, but required us to understand the local marketing needs of each builder to help them drive business in their territory.

 

Results

With 10+ years of strategic consulting and tactical project work, MoJo Active has truly become a vital extension of the company’s internal team. By tapping into our full range of integrated marketing capabilities, Butler has realized maximum value from the MoJo Active team.

Corporate Pioneer

23% of Butler Corporate website traffic came from the East Region digital marketing efforts at peak of the program.

Building the Network

Assisted in recruiting more than 20 new builders in recent years.

Closing the Loop

We have worked directly with more than 25 Butler Builders® to lead their local marketing efforts to sell directly to building owners.

The diversity of Butler Manufacturing’s business requires a marketing partner that’s equally diverse. MoJo Active’s team understands both my distribution and my end customers, so with very little guidance from me, they effortlessly shift messaging and methods to hit the mark every time.

-Bruce Bortree, Business Development Manager