GreenJams - Strategic Growth and Brand Recognition in Sustainable Construction

Industry: Carbon-Negative Building Materials 

Objective: Drive customer acquisition, increase brand awareness, and build a creative, award-winning online presence.

GreenJams, known for its carbon-negative building material "Agrocrete," focuses on providing sustainable solutions within the construction industry. The company sought to expand its market reach, attract a strong customer base, and establish a distinct brand presence both online and offline. 

Challenge 

GreenJams operates in a niche yet growing sustainable construction market. The objectives were: 

• Accelerate customer acquisition in a market dominated by conventional building materials. 

• Enhance brand recall for Agrocrete through effective offline and online engagement. 

• Establish a standout digital presence that would set the brand apart and appeal to environmentally conscious clients and partners who are looking to pursue manufacturing franchises. 

Goals 

• Build GreenJams' brand as a thought leader in sustainable building materials. 

• Develop a strategic marketing and sales alignment to improve conversion rates. 

• Create a distinctive online presence with an award-winning website to create a lead collection portal for both customers and partners. 

• Create an affiliate portal for marketing and distribution partners 

• Increase the amount of samples sent across to interested customers and architects 

Twist’s Strategy and Approach 

1. Market Research and Growth Strategy: 

Twist began with extensive market research, analyzing industry trends, competitor positioning, and customer needs. These insights enabled the team to craft a tailored growth strategy aimed at maximizing reach and impact. 

2. Customer Acquisition Campaigns: 

Twist launched targeted online and offline marketing campaigns to expand GreenJams’ customer base. Through optimized ad strategies and multiple acquisition channels, Twist generated high-quality leads, efficiently increasing the customer base while keeping acquisition costs under control. 

3. Data-Driven Campaign Optimization: 

By tracking key metrics, Twist was able to optimize content based campaigns to improve customer acquisition costs and conversion rates. This iterative approach helped maximize marketing ROI while ensuring that each campaign resonated with the target audience. 

4. Sales Enablement and Cross-Department Collaboration: 

Twist worked closely with the sales team, providing sales enablement resources to enhance engagement with potential customers. Ensuring marketing and sales alignment was key to streamlined conversions and consistent messaging. 

5. Award-Winning Website Development: 

Twist collaborated with developers to design a WordPress site that received accolades from Bluehost, recognizing it as one of the top creative sites globally. This site not only elevated GreenJams’ brand identity but also attracted industry attention and enhanced Twist’s reputation as a top creator. 

6. Event Marketing and Brand Recall: 

Twist represented GreenJams at multiple events, setting up stalls and interacting with potential clients. Through networking and effective product pitching, Twist’s team generated substantial leads and bolstered brand recall for Agrocrete. 

Key Deliverables 

• Growth Strategy and Market Insights: Comprehensive analysis and tailored strategy to navigate the competitive landscape, research to help understand the locations that are best suited for setting up other franchises and factory locations.  

• Lead Generation Campaigns: Customer acquisition campaigns across online and offline channels to grow the client base. 

• Data-Driven Campaign Optimization: Continuous adjustments based on data and heatmaps to enhance acquisition cost efficiency. 

• Sales Enablement Resources: Tools and resources to align marketing and sales, facilitating a seamless conversion process. 

• Award-Winning Website: A WordPress site recognized as one of the top creative sites by Bluehost, setting Twist apart. 

• Event Representation and Lead Generation: Participation in events and stalls to build brand recall and generate sales leads. 

Results 

• Market Growth: Increased GreenJams’ customer base by implementing a targeted acquisition strategy. 

• High Conversion Efficiency: Optimized campaigns that maintained low acquisition costs and high conversion rates. 

• Global Recognition: The website's award from Bluehost positioned Twist as a leading creator globally. 

• Enhanced Brand Recall: Active presence in events drove brand recognition for Agrocrete and strengthened GreenJams’ reputation. 

  
  

Key Takeaways 

Twist’s strategic, data-driven approach enabled GreenJams to scale its customer base, enhance its brand presence, and secure recognition for both GreenJams and Twist in the industry. Through a combination of award-winning web development, comprehensive acquisition campaigns, and strong brand-building efforts, Twist successfully positioned GreenJams as a leader in sustainable building materials.