Strategic overhaul delivers £10m pipeline, 15 daily leads and top search ranking
The Challenge
New City had been in the construction industry for nearly two decades. With a trusted reputation in Vancouver, their team was delivering complex building renewal work across roofing, waterproofing, concrete restoration and more. But while their technical capability was well established, their marketing hadn’t kept pace.
There was little to no dedicated marketing function. Instead, the business relied heavily on its business development team to generate leads, often through word-of-mouth and reputation alone. This meant there was no consistent strategy to attract new clients or skilled tradespeople at scale.
New City recognised that it was time to rethink its approach. They wanted to refresh their brand and make sure their communications spoke directly to the needs of their target audience. A key goal was to build a marketing function with automated lead generation, not just to win new clients, but to support their constant need to recruit skilled tradespeople across a diverse range of projects. With these objectives in mind, New City reached out to Barnham Marketing.
How We Delivered
To move forward with strategic clarity, New City first needed to understand where it stood. A full marketing audit identified where the groundwork needed to be laid. It also helped guide the development of a 12-month marketing plan built around their goals: lead generation, improved visibility, and a more targeted message for both clients and trades.
A refreshed brand came next. While their mission and values stayed the same, the visual identity took on a more modern edge. The logo was simplified, switching to a single, bold red, and new brand guidelines were introduced to bring consistency across all communications. Messaging was also sharpened to reflect New City’s integrated approach and better connect with the needs of its client base and contractor network.
The website redesign followed. Outdated and underperforming, it was rebuilt in just three weeks on a more flexible platform, making it easier to manage and navigate, and better optimised for traffic and conversion.
To support long-term growth, a paid HubSpot CRM was implemented. This enabled the team to automate key marketing processes, track and nurture leads, and manage outreach in one central place.
With a more solid structure in place, marketing activity could finally gain traction. Campaigns began to reflect real business priorities. Project updates, SEO-focused blog content, targeted email and social media campaigns were all centred on driving leads, particularly from within the trades.
What We Achieved
The impact of the marketing strategy was felt quickly and visibly.
The refreshed brand identity brought stronger recognition and understanding of New City’s services and positioned them as a more credible, professional presence in the construction sector. With sharper messaging and refreshed visuals, New City was able to present a more confident and coherent brand, one that resonated more deeply with both clients and potential recruits.
The new website transformed New City’s digital presence. While the old site had been holding them back, the revamped version launched them onto the first page of Google for all their key search terms, a major leap in visibility that supported inbound performance from day one.
Behind the scenes, HubSpot’s CRM quickly became a central engine for growth, supporting structure and focus to their outreach. Within a month, New City gained full visibility of their sales pipeline, launched automated campaigns, and began prioritising opportunities based on real-time data.
Results followed fast. Within the first week of going live, the new system supported the development of a £10m pipeline. And day to day, the team could now open HubSpot to see a consistent flow of at least 15 inbound leads, a clear sign that marketing was not just working but working hard.
Client Reflections
The engagement with Barnham Marketing marked a turning point for New City. From branding and messaging through to lead generation and automation, marketing became a purposeful, results-driven function. According to the CEO, the only regret was not doing it sooner!
