Smith-Boughan Mechanical is a mechanical service contracting company serving commercial, industrial, and institutional markets near Lima, Ohio. Since its founding, Smith-Boughan’s purpose has been to develop long-term quality relationships with their clients and employees. They are committed to providing businesses with the highest quality design, fabrication, and construction solutions. Whether it’s heating or cooling, an emergency system failure, or scheduled preventative maintenance, Smith-Boughan’s experienced and service-oriented technicians are there when clients need them with the skills, expertise, and knowledge to keep your systems and operations running. In 2024, they were acquired by Exigent, which was looking to update Smith-Boughan’s brand and cross-sell other Operating Companies’ services to Smith-Boughan’s clients. Visit Smith-Boughan’s website.

SERVICES:

• Templated WordPress Website
• Collateral Materials
• Branded Templates
• Social Media Marketing

PROJECT OVERVIEW:

Initially, Exigent engaged Epstein Creative to set up Smith Boughan’s LinkedIn organic campaign platform to launch social media marketing to existing followers and grow new followers. Their existing materials were limited to their website and factsheets that did not reflect their current positioning nor additional services they now offered, thanks to joining Exigent’s platform. Using Exigent’s brand positioning and customer personas, we completed a communications analysis and designed graphics, messaging, and templates for their social media and email marketing accounts. Next, we used a website we previously designed website for another operating company, JPG Services, to create a modular website template, which we used as a base to rewrite and build the Smith-Boughan website. This ensured that the operating companies aligned under the Exigent umbrella.

To further support their growing services, we designed a factsheet to showcase their overall services and for Exigent Mission Critical services (for data centers). Over the course of the project, we continued to develop other branded collateral to ensure Smith-Boughan has consistently branded interactions with customers at every touchpoint, including their e-signatures, the posters in their office, and other marketing collateral.

RESULTS:

Our team showed results across social media marketing:

• Started the LinkedIn page from scratch, and grew it to have an average engagement rate of 9.57%, nearly five times higher than LinkedIn’s average engagement rate of 2%. LinkedIn followers jumped 421.43% in 9 months.

Jarret Ryan

Chief Commercial Officer / Exigent

Epstein Creative Group took the time to truly understand the individual values, expertise and market positioning of each operating company. From there, they crafted an unified corporate brand that served as an umbrella under which each business could still maintain their core brand legacy. The new platform brand/website powerfully communicated our integrated, full-service mechanical offering in a way that resonates with our target clients.