KMG Partners with Strike 2 to Create a McKinstry Website Reflecting its Brand and Values While Boosting Performance

September 2021 - January 2022

About McKinstry

McKinstry is a national leader in designing, building, optimizing and maintaining high-performing buildings.

“KMG provided a unique perspective during our website refresh effort, backed by an incredible bench of skilled consultants mapping to the experience we needed. The team immediately identified and zeroed in on our ‘why’ and helped us develop messaging to connect with our audiences every step of their website journey.”

— Gabe Boeckman,

McKinstry Market Strategy & Communications Director

 

Like what you see?

The Need

Situation

Recognized as an early leader in the construction industry for its focus on energy savings and dedication to carbon reduction in the built environment, McKinstry has continued to evolve and innovate to address societal needs, make a positive impact, and put people at the center of the work they do, all while growing their business. With this evolution, it became apparent the story they were telling on their website did not adequately communicate who they are, what they do, and what they stand for. McKinstry needed a website that reflected the company they had become and differentiated them as a partner and employer of choice. 

Challenge

McKinstry had tried to tackle the project before. Their breadth of service offerings, massive amounts of content, multiple business units, and recruitment needs each added to the complexity of the effort. They needed to take a step back and view the situation with a fresh perspective, and then move fast to meet an extremely tight timeline.

Goals

  1. Communicate who McKinstry is, what they do, and what they can do for you: clients, communities, teams, and job seekers

  2. Provide simple and discoverable paths to desired outcomes

  3. Highlight McKinstry’s many offerings

The Approach

Partnership

KMG teamed up with our strategic partner, Strike 2, on this project, with KMG taking point on strategy and messaging, Strike 2 leading on design and development, and the two agencies working hand-in-hand with McKinstry throughout the duration of the project.

Discovery

An insightful discovery process is pivotal to impactful project execution. KMG invests up-front in getting to know our clients, their customers, and the respective needs of all.

For McKinstry’s new website, we interviewed company leaders from their business units and their social impact and talent acquisition teams. We researched McKinstry’s industry and market. And we developed personas, positioning and messaging for target customers, mapping their respective journeys on the new site. This foundation was critical for our ongoing collaboration in:

  • Designing the site map, navigation and discovery paths, and

  • Developing the messaging needed to guide visitors along their own journeys of discovery, while communicating the value McKinstry has to offer.

 Key Disciplines

  • Customer & Client Insights

  • Strategy

  • Brand Positioning & Messaging

  • Customer Journey Mapping & Key Messaging

  • Partnership & Collaboration

The Results

A Website that Reflects the Brand and Values

Applying the insights gained during the discovery phase of the project, KMG and Strike 2 worked in close partnership with the McKinstry marketing team to plan, design, and develop a compelling website that tells their story, showcasing their talents, values, and people. Performance in the first month showed marked improvement in traffic and engagement: 

  • Site visits: 15,000 

  • Average time on page: 2:00 minutes

  • Page views: 40,000

 
 

Our Edge

Insights & Collaboration

KMG recognized the importance of people and values to a purpose-driven organization like McKinstry. We invested time getting to know the people, partnered closely with the team, and kept their values in mind every step of the way as we developed the strategy for the site. When we transitioned into the second phase of the project and handed off to Strike 2 for design and development, we stayed closely involved as our three teams worked together to bring the vision and strategy to life.