Blueprinting great construction case studies

For the built environment, case studies are a crucial part of the PR and marketing mix because they provide real-world success stories for products and services. PR, social media and blog content that lays out the benefits of a product or service can help raise awareness and generate interest among target customers, but professionals will often require more before they will purchase or specify a product or engage a service provider.

Case studies can provide that reinforcement, especially as they get to see how it has worked in practice and hear what other customers have to say.

Choose case study projects with care

Not every project is equally suited for a case study, so it’s important to be selective. At CIB we have decades of experience delivering construction case studies on behalf of our clients. One thing is clear from the thousands we have produced, and that is that the project really matters.

Identifying standout projects for case studies will not only give them more impact but help boost their visibility. Your sales team or account managers are an excellent source of information on these projects.

The project can be case study worthy for a variety of reasons. High profile projects, well known client organisations, eye-catching design or innovative approaches can all make for showcase project case studies. However, one of the most important factors in crafting a great case study is being able to demonstrate the value your business has delivered, whether that’s through product innovation or high levels of customer service and support.

Another factor is the advocacy of the people involved. Customers who are passionate about your brand or product will be highly valuable in demonstrating the value it brings.

Client testimonials

First-hand perspectives add authenticity and credibility so including quotes from key people on the project is an integral part of a successful case study. This third-party endorsement might come from architects, project managers, installers or clients, and including different perspectives within the case study makes it even richer.

Photos and video are essential

A picture is worth a thousand words. Regardless of what makes the project stand out, photos and video will bring it to life for potential customers.

With construction case studies, showing the installation process is often just as important as displaying the final result, particularly if the product is hidden once the construction is complete. Investing in high-quality photos, and video where possible, not only gives the case study impact but also allows a wider range of options for sharing and promoting it.

Getting your case study out there

Once you have a well-rounded case study on a stand-out project that includes input from key people and is supported by high-quality visual assets, you need to get it in front of your target customers.

A clearly visible and easy to navigate case study section on your website is highly valuable. You can then promote these through social media and on newsletters to your database. To ensure the case study pages are as impactful as possible they should:

• Use short paragraphs and clear sentences.
• Support the narrative with photos and video.
• Use search keywords to optimise for organic visibility.
• Include internal links to related service pages, product information, or contact forms to guide readers toward engagement.
• Be mobile device friendly.

However, case studies on the website will only get you so far as they will only be seen by people who are already visiting the website, follow your brand on social or are already on your database.

For wider visibility, the case study needs to be picked up by industry publications, which are still among the most trusted and credible sources of information for construction professionals.

This is where high-quality photography and video is invaluable. In our experience, industry publications are far more likely to feature a case study that is accompanied by good photography. In particular those showing the people installing the product, as this is what readers want to see.

Case studies that have this are much more likely to be highlighted prominently on the website, receive a larger share of the printed page, or be featured on the front cover of the magazine.

How can construction industry PR specialists help you create impactful case studies?

PR and marketing companies, such as CIB, that have extensive experience with construction case studies can help you get the most communications value out of your exemplar projects.

With many in-house marketing teams short of time and juggling many different commitments, the right PR agency can take on much of the responsibility. This includes:

• Sourcing the projects from the sales team
• Interviewing key project personnel
• Crafting a compelling narrative
• Securing the all-important photography and video content
• Distributing it to the right industry publications to ensure maximum visibility.

Find out more about our approach to creating outstanding case studies and maximising their impact here. Or, if you’re ready, get in touch with our expert team to find out how we can help you get more from your construction project case studies.