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Baldwin & Shell


Baldwin & Shell Construction Company in Little Rock, AR, was in the process of a very large transition from one CEO to another. The company required a strategic, fast-paced marketing plan that would allow both the public announcement and the internal employees to clearly follow the change of leadership while maintaining and building on an already successful brand. The turn around time on the strategic plan and its implementation is six weeks.


Group Five West gave the existing company logo an update that more clearly defined the company’s direction while maintaining the original design elements that made the company so well known for over 60 years. In addition, a tagline was created that clearly distinguished Baldwin & Shell from the competition. A website was designed that would accommodate the newly updated brand and could be used as a conduit for all news announcements, public relations, and all social media. A trade advertising campaign was developed that would appeal to current customers and prospects in clearly defined markets.


The board of directors unanimously approved the marketing plan. Each suggested medium was produced as proposed including: a new website, the set-up and population of all social media channels and a statewide multi-media and public relations rollout all within the proposed time frame.

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