Results · Conger Construction
Conger ConstructionSports facility construction

Supercharged pipeline for a builder in the sports market

Swivel’s full revenue system aligned Conger’s marketing and sales to drive real revenue: a buyer-focused website and message, content for each stage, campaigns for the people who plan facilities, and dashboards that keep a small team on track.

The Conger website on desktop, tablet and phone

The Conger website, rebuilt around the people who commission sports and recreation facilities.

$143Mpipeline in 6 months
19new opportunities
1,491buyers engaged
The challenge

Conger wanted to grow revenue and authority in sports and recreation facility construction.

Conger Construction Group is a Southwest Ohio firm. To win more sports and recreation projects, they needed a targeted marketing and sales system to engage the right audience and drive predictable growth, run by a 5-person team.

  • Reach the people who plan and approve facility projects
  • Show authority in sports and recreation, not general construction
  • Turn interest into meetings the team can see and act on
How Swivel helped

It started with who plans a sports facility.

Before any campaign went live, we mapped the people behind a facility project and what they need to see before they call a builder.

Key personasmapped, from athletic directors to the people who approve the budget
1 websiterebuilt around those buyers
5people on Conger’s team, working in one system

Three things we learned shaped everything after.

Buyers hire specialists.

Facility owners want a builder who has done sports and recreation work, so the proof has to look like their project.

Each persona needs its own message.

Athletic directors feel outdated facilities first; others weigh planning, budget and timeline.

A small team needs to see what’s working.

With five people, every hour counts, so the team needed one view of where each opportunity stands.

Three ways to see it

Four pillars, built on what we learned.

Built on
Specialist proofEach personaVisible progress
Position to Win

A buyer-focused website and message

We crafted a buyer-focused website and messaging to resonate with key industry personas, so facility buyers see a sports and recreation specialist from the first visit.

Built on
Specialist proofEach persona
The Conger website on desktop, tablet and phone
Demand Gen

Content and campaigns for every stage

Content tailored to each stage nurtured prospects toward meetings, and paid social and video campaigns tailored to industry audiences drove awareness, engagement and pipeline growth.

  • Ads that speak to athletic directors about outdated facilities and master plans
  • Proof built from Conger’s K-12 and sports facility projects
  • Videos and paid social tailored to industry audiences
Built on
Specialist proofEach persona
Conger paid social ads for athletic directors: outdated facilities, a master plan for your facilities, $277M in K-12 and sports facility projects
Human-Centric BD

Messages crafted for each stage

Messaging written for where each prospect was turned engagement into meetings and closed deals.

Built on
Each persona
Stage by stageMessages written for where each buyer is

Prospects who engaged heard next about what mattered at their stage, so interest turned into meetings.

AwarenessPlanningMeeting
Sales Enablement

Dashboards that guide every decision

Dashboards and reports let Conger’s team make informed decisions at every step, and the system kept the 5-person team on track and making progress.

Built on
Visible progress
Dashboards and reportsEvery step visible to a 5-person team

Buyers engaged, opportunities and pipeline, in one view the team checks to decide what to do next.

1,491 buyers engaged19 opportunities$143M pipeline
How it worked together

Each piece made the next one work.

  1. Learn Who plans a facility Personas and what each one needs to see.
  2. Say it One message A buyer-focused site and message for each persona.
  3. Reach Content and campaigns Paid social, video and stage content reach the right people.
  4. Connect Meetings Stage-based outreach turns interest into conversations.
  5. Result $143M pipeline 19 new opportunities in 6 months.

Feeds back: What the dashboards show goes back into the message, the content and where the team spends its time.

“We now have dashboards and reports that enable our teams to make informed decisions at every step! Operating in Swivel’s system kept our 5-person team on track and making progress at every step. I’d highly recommend Swivel for any sales and marketing initiative!”
Justin Conger, CEO, Conger Construction Group

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