Brand foundations

Butler shifts its focus to building strategic partnerships

What makes a building the right fit for a business? Butler Manufacturing established its reputation on innovative engineering and quality manufacturing. But the company needed to elevate its sales and marketing approach. That meant getting customers to think about buildings in a whole new way — as a strategic investment, not just an expense.

Together, we laid the groundwork for this new brand approach. Our integrated campaign rolled out with an online video targeting influencers at every level, from operations all the way up to the C-suite. The message: Connecting with Butler® pays off for your business, both now and down the road.

7.33% click-thru

On-the-go executives stopped and took notice of our digital pre-roll video, which led them to a microsite with more information.

Our media campaign reached out to decision-makers where they look for business news and information every day. We wanted audiences to see Butler as a thought and market leader.

19.1 million impressions

Print and online advertising units gave us the impact we needed to break through with this audience.

To support the campaign, we developed resources to showcase SmartView — a tool that accurately projects a building’s long-term costs. Seeing the savings firsthand makes a real difference with customers.

BR has helped customers see us in a new light. Together, we’re helping our audience think about the building when they think about the future of their business.

- Leslie Clark, Butler

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