Freyenhagen Construction

I first had the opportunity to meet Jeremy Freyenhagen years ago during a business meeting about his marketing efforts; however, I knew of him and his company long before that. Many of the articles I’d written for Magic City Magazine were related to Billings homes that had undergone renovation, and the Freyenhagen name was one I’d heard over and over. It was synonymous with remodeling projects that featured beautiful, modern kitchens and spacious rooms that reflected the personality and lifestyle of the families who lived in those homes. I could often walk into a home and know instantly that it was Freyenhagen Construction that completed the renovation. That’s why it was my pleasure to have the opportunity to work with him on marketing efforts that celebrated his 20th year in business as well as other projects that helped to tell the story of this truly remarkable company.

Business Lessons from Freyenhagen Construction

Before showing you some of the work Box 117 Creative was able to help Jeremy and his team in creating, I want to share some of the things that are remarkable about Freyenhagen Construction:

The first is a lesson that I think many of us in business can learn from: Jeremy found a niche. When he started the business, there were few contractors in Billings that specialized in home renovation–most were focused on building new homes. He saw an opportunity to build his business helping people who loved the location of their home but who wanted to improve their home to make it work better for their family or their lifestyle.
Over time and as Freyenhagen Construction grew, he also identified who is ideal clients were and the kinds of projects his company could truly excel in finishing. He also began to focus on additional products and services that would be serve the needs of the company’s target customers, essentially creating a “one stop shop” to make the process more convenient and enjoyable for the people he serves.
Freyenhagen Construction took the steps and made the investments needed to offer its clients a one-of-a-kind experience from start to finish. It starts by interviewing clients in their homes to learn what their goals are, then allowing them to watch their project come to life digital before “demo day” ever begins. The company’s unique scheduling system also lets clients know exactly what’s happening next on their project–giving them a level of communication that makes them feel a part of the process.

Storytelling in Marketing

Many of the opportunities Box 117 Creative was able to work with Jeremy and the Freyenhagen Construction team on came in the form of print. We worked closely with Drew Bennett at Freeform Design to create ads in local publications designed to keep Freyenhagen Construction top of mind for potential clients while also showcasing the company’s work.

The first series of ads introduced the company’s new tagline “Built for YOUR life,” created to emphasize Freyenhagen Construction’s emphasis on creating spaces that were uniquely designed to fit the clients’ life and lifestyle. They also celebrated the company’s 20tb anniversary–no small achievement in their industry. The look and feel came from the newly updated, SEO-copy rich and fully responsive website we’d created for the company partnering with Billings, Montana based Webgrain:

The next series of print ads built on the first, continuing the emphasis on storytelling while expanding to show more of the company’s work. By including before-and-after images and floor plans, prospective clients could see that a once closed-off space could become the open concept so many homeowners want.

Jeremy even chose to do a full spread in one holiday issue, making it instantly feel a part of the magazine rather than just an ad.

As we moved forward, we looked for a more innovative way to call out some of the company’s USP’s, which include their attention to detail, commitment to timelines and ability to manage everything all under one roof. Client photos and story continued to be incorporated in the ads–something which has long been associated with the company’s marketing efforts.

It was also my pleasure to work with Freyenhagen Construction and Billings video production company Spotlight Productions to create videos that speak to the company’s quality and work:

When a company has a company has a great story to tell, it’s a privilege to help tell it. Freyenhagen Construction is one of those companies. To learn more about them (and to see their amazing renovation work), visit them online at www.freyenhagenconstruction.com. And to find out how Box 117 Creative can help your company tell your own exceptional story, use this handy contact form.

December 27, 2017July 6, 2019

Freyenhagen Construction

Business Lessons from Freyenhagen Construction

Before showing you some of the work Box 117 Creative was able to help Jeremy and his team in creating, I want to share some of the things that are remarkable about Freyenhagen Construction:

The first is a lesson that I think many of us in business can learn from: Jeremy found a niche. When he started the business, there were few contractors in Billings that specialized in home renovation–most were focused on building new homes. He saw an opportunity to build his business helping people who loved the location of their home but who wanted to improve their home to make it work better for their family or their lifestyle.
Over time and as Freyenhagen Construction grew, he also identified who is ideal clients were and the kinds of projects his company could truly excel in finishing. He also began to focus on additional products and services that would be serve the needs of the company’s target customers, essentially creating a “one stop shop” to make the process more convenient and enjoyable for the people he serves.
Freyenhagen Construction took the steps and made the investments needed to offer its clients a one-of-a-kind experience from start to finish. It starts by interviewing clients in their homes to learn what their goals are, then allowing them to watch their project come to life digital before “demo day” ever begins. The company’s unique scheduling system also lets clients know exactly what’s happening next on their project–giving them a level of communication that makes them feel a part of the process.

Storytelling in Marketing

Jeremy even chose to do a full spread in one holiday issue, making it instantly feel a part of the magazine rather than just an ad.

It was also my pleasure to work with Freyenhagen Construction and Billings video production company Spotlight Productions to create videos that speak to the company’s quality and work:

May 29, 2017July 6, 2019

Where Do Ideas Come From?

Ideas, marketing content, writing, brainstorming

The Idea of Ideas

Not long ago I had the chance to have a lunch meeting with a colleague I’d only worked with on a very limited basis. We were reviewing a project, and as we went over various options I kept tossing out messaging lines and ideas left and right. It caught him a bit off guard, and he asked me where all those ideas came from. Continue reading “Where Do Ideas Come From?”

April 28, 2017July 6, 2019

Giving Social Media “A Voice”

The Most Common Social Media Challenge for Small Businesses

More business than ever are tossing their hats into the social media ring–and admittedly for good reason. Facebook, Instagram, Linked In and Twitter have been repeatedly proven as viable resources for generating new and repeat business.

When small businesses approach me about their social media marketing efforts, I have noticed that many have challenges in common. Consistency–or frequency–is commonly a concern, as is the struggle that comes with trying to balance what they post. Are they selling too much? Socializing too much? Posting the right kinds of images? And there is most certainly a common frustration in terms of when and how to boost posts or otherwise deal with advertising.

But in all honestly, the one thing that businesses of all sizes struggle with the most when it comes to social media isn’t any of those listed above. It is this: having a consistent and authentic “voice” throughout their videos, images, posts and ads.

The Power of a Voice in Social Media

I first started working as a social media manager in about 2010, a time when a lot of businesses were just starting to really understand the power of what social media could potentially do. It was new for them and for their customers alike, and it definitely looked a lot different than it does now. Fortunately, the client with whom I worked was in the first stages of social media adoption. They decided to use Facebook as a “test” to see what would happen. Fortunately, they had an established brand, one that was known well throughout the U.S. That gave me and the team with whom I worked certain advantages, specifically, we already knew how they “sounded” in other marketing pieces. Thus, in a fairly short time we were able to develop a social media voice that was consistent with the brand.

It was fun watching consumers respond to those early posts. Many of them were also new to Facebook, not having been one of the lucky college kids with an account thanks to their .edu standing. They actually seemed to truly enjoy having the chance to chat with a corporation they’d engaged with for years in other ways. If the company asked a question, they were happy to answer it. And it was pretty astounding to them when they’d mention something and the company would comment on it.

Today that page has hundreds of thousands of followers, but one thing has not changed. They still look, feel and sound the same. Their voice is consistent to who they’ve always been–and it’s become a powerful marketing tool for a still-thriving business.

Finding Your Own Voice in Social Media

But what if you’re a new company, or a business that hasn’t used social media and maybe had never even thought about it until now? The answer is to start small, and work your way towards where you want to be. I have my own methods, but ultimately it all comes down to being true to yourself and your target audience. Think about who you want to talk to, where they’re likely to be in the social media realm and what they’d like to learn about you. Social media is a great place to start conversations, to ask questions and to share “behind the scenes” types of things that your ideal customers have always been curious about.

Here are a few more suggestions to consider as you develop your brand voice on social media:

Mix it up. Remember–social media provides opportunities for a two-way conversation. Find ways to engage with, not just talk “at” your audience. If appropriate, use Facebook Live for example, or at least post edited videos. Ask questions, look for opportunities for some light-hearted humor, and enjoy the chances you have to get to know your customers.
Get your team on board. Your staff needs to know what you want to accomplish with social media and any expectations you might have about their participation. Some may be eager to be in images or videos while others are less so, and that’s okay–just talk with them about it. Also, make sure they’re aware of what’s okay and not okay in terms with how they promote or otherwise engage with your brand on social media. Hopefully, you’ll have a team that wants to share the great things happening in your company in a professional and positive way.
Be an original. Don’t just share things from other sources–demonstrate who YOU are. It’s totally okay to share an industry article now and then, but let most of the content be about your company. Another tip–don’t go out and grab Google images for your business page. Take your own photos, or opt to use royalty-free images. There are many free resources available online.

If you have any questions about social media and developing the right voice for it, I hope you’ll get in touch. In the meantime, I’ll look for you on Facebook and LinkedIn.

Content Development & Management • Social Media Management • Brand Message Development • Email Content • Copywriting • Sales Materials • Consulting & More

December 28, 2016July 6, 2019

Getting Social (Media) With the Weather

Social Media, Billings, Montana, social media

I’m the first to admit that I don’t often call out a government agency for doing something right, but I doubt I’m not alone. So color me happy that I have the privilege of doing just that–especially when it’s because of their presence on social media.

Forecasting–and Broadcasting–the Weather on Social Media

The U.S. National Weather Service has an office here in Billings, Montana staffed with meteorologists and other professionals whose job it is to study, forecast and inform about the weather. It is how they use social media–Facebook in particular–to inform those living in or traveling to our area for which I applaud them most.

First, I want to share their area of responsibility which, according to their website, takes in 15 counties in south central Montana as well as Sheridan County, Wyoming. For those living in smaller U.S. states, this may not seem that impressive, until you realize that those counties take in more than 40,000 square miles.

That’s about the size of the entire state of Tennessee.

Or the states of Rhode Island, Delaware, Connecticut, New Jersey, Massachusetts, New Hampshire and Vermont combined.

Their service area also takes in about 250,000 people–about a quarter of the population of Montana–including many in the small rural communities our part of the country is known for. So how do they keep us all informed of upcoming weather concerns? Facebook and Twitter.

In December 2016, this region was hit by waves of snowstorms–some of which are still happening as I write this post. The most significant began in the middle of the month, with not only significant snowfall, but also hazardous winds and sub-zero temperatures. As the peak of the storm grew nearer, the US National Weather Service’s posts grew more frequent, and they used a variety of techniques to share information in a variety of ways:

Radar images

On their Facebook page, the Weather Service provided radar images and updates along with explanations about what the images indicated. Not only do these types of images grab attention and lend a “scientific” emphasis to their reporting, but also provide insight into how they work and what they look for in forecasting events.

Facebook Video

The use of video on the US Weather Service’s Facebook page is a useful technique for a whole host of reasons. First, the use of Facebook video continues to grow as a tool used to reach and engage users. The videos used on this page do both–and do a great job of educating those users as well. Another benefit: we all know that Facebook loves native video and often places it above other types of posts as part of their algorithm. This draws more attention to the page itself (good for the page) and increases the likelihood that the target audience is going to see often critical messages.

Charts, Infographics and Images

Some of the other types of posts the Weather Service includes on their Facebook page are charts (yes, it really was that cold), infographics, photos and other images. Each shares a different type of information, whether what’s to come, what to look for or how to take precautions in extreme weather.

Images from the US Weather Service - Billings Facebook page — Images from the US Weather Service – Billings Facebook page

Calls for Participation

One thing that the Billings office of the U.S. National Weather Service does incredibly well is encourage its audience to participate on the page. People can post weather events from their location any time, serving as their own “weather reporters.” Sometimes, the page requests posts, such as during the local snow event. In addition to the call for images shown below, which garnered more than 130 responses, the Weather Service has also asked for images of blowing and drifting snow in certain areas, noting that doing so can help to save lives of those living in the area or traveling along the I-90 corridor which spans much of our state.

Audience engagement on the weather service facebook page — Images from the US Weather Service – Billings Facebook page

High Levels of Engagement

Asking for participation is only the beginning. The forecasting team also maintains an incredible amount of engagement with the audience. During this and other weather events, team members answer visitor questions as quickly as possible, sharing key information about road conditions, school closures, travel advisories and additional safety-related items. While not answering every query, they take the steps most important when it comes to social media management:

Responding on a timely basis
Addressing their audience well
Providing useful information clearly and effectively

As you can see, the U.S. National Weather Service in Billings is doing so much right when it comes to using social media to share much-needed information to their service area. As a social media professional myself, I find it impressive to see how well they’re using these tools to facilitate their work and their role in our communities. I’m not alone in thinking so. It’s not unusual to have people from other locations throughout the United States who are either from Big Sky Country (or who will be visiting it) express their appreciation on the service’s Facebook page. They’re also quick to indicate how much they wished their local weather office provided the kinds of information we have readily available.

The only flaw I can find? They can’t seem to find a way to turn off all of this snow. I guess we’re just going to be stuck with it a few days (or weeks or months) longer.

Content Development & Management • Social Media Management • Brand Message Development • Email Content • Copywriting • Sales Materials • Consulting & More

October 23, 2016July 6, 2019

To Thine Own Brand Be True

One of the most valuable assets any company has is its brand. That’s no secret among those in the marketing world, which is why there’s always a bit of surprise when a brand goes off brand. Continue reading “To Thine Own Brand Be True”