CITY CREEK CONSTRUCTION

Visual content strategy for City Creek Construction’s Residential “Intention Series”

BY WAY OF INTRODUCTION…

Our shop on historic Main Street in Bountiful, Utah focuses on artful visual content creation and curation. From concepting and ideation through execution and delivery we maintain a specialization in creativity and beauty, with a focus on the story. We are not marketers or branding guides but rather artists and inventors– storytellers –poised to craft and create through word, image, sound and soul.

WE ARE RAMBLE.

INTENTION SERIES

High-End Residential by City Creek Construction

City Creek Construction has over 28 years of premier commercial construction experience. Every project is built with intention. Opening a new chapter into the residential world, City Creek applies that same level of craftsmanship and detail to the spaces where you spend your most meaningful moments.

As City Creek Construction begins marketing and promoting this new endeavor into the residential world, the assets developed must match the high level of artistry and craft that is applied to the buildings and homes constructed. While it is true, approachable “user-generated” content certainly performs better on scrollable social media, there is also still a need to maintain a certain brand confidence associated with the content produced. It’s through cinematic, story-driven visuals that City Creek reinforces the brand ethos– every project, commercial or residential, is BUILT WITH INTENTION.

As with all marketing content, the hope is always to maximize the promotional potential for every dollar spent on a visual. For this reason we suggest a three-pronged approach to this series of content.

TOP OF FUNNEL//AWARENESS

Visuals with a hook! This is footage and mini-stories that are intended to grab attention and awareness without being sales-oriented. Approachable, user-generated content performs the best in this realm. We would propose 3 to 4 repeatable mini-series for this. Videos like “Check This Out” videos, “Behind The Scenes”, and informational “Did You Know” type videos could be scroll-stoppers while also promoting the beauty and craftsmanship of the projects. These videos would be built specifically for TikTok, Instagram Reels, YouTube Shorts etc. Many brands feel this content is most important for them. While still important, we feel the majority of potential City Creek clientele for residential projects likely would not originate from this part of the sales funnel, particularly if City Creek is only seeking a few key residential projects per year.

MID FUNNEL//CONSIDERATION

This is typically the content you hope word-of-mouth referral clients see and latch onto first. This is slightly longer-formed content (cut down from the long-form EXIT OF FUNNEL content) that retains the viewer to consider City Creek Construction as a viable partner. The production quality approach would be more cinematic than the top of funnel content, focused on beautiful imagery and engaging story-telling echoing the artisanship of the build process. These would be 60-90 second explainer videos of certain key milestones, installations and distinguishing features of the build along with simple beauty shots. There would also be opportunity to partner with strategic vendors to highlight true intentionality from the sub contractors chosen. For example: a 60 second mini-doc on why Warm Board was chosen as a radiant supplier that shows the benefits, the use-case, and the install process. Segments from these can be repurposed for TOP OF FUNNEL content as well.

EXIT OF FUNNEL//CONVERSION

This is the content that hones in on specificity for those seriously considering City Creek Construction’s expertise. These videos tend to be in the 2-10 minute range and reside on specific web landing pages, YouTube, and with the sales staff. Think of these as in-depth documentaries showing the ins and outs of the project, highlighting key partners, interviews with key stakeholders (architects, subs, owners etc), and how City Creek Construction excelled in delivering this project with intentionality. These would be full case-studies beneficial for converting potential clients to life-long champions of City Creek Construction.

THANK YOU!

We always love churning our creative gears in behalf of great partners. Please let us know what questions you might have regarding this proposal.

Contact

Confidentiality & Intellectual Property Notice

This presentation and all concepts, ideas, creative strategies, visual treatments, and materials contained herein are the exclusive intellectual property of Ramble Visuals. This document is shared in confidence for the sole purpose of evaluating a potential collaboration and may not be reproduced, distributed, disclosed, or used — in whole or in part — without the prior written consent of Ramble Visuals. The creative concepts presented are proprietary and may not be repurposed, adapted, or pitched to any third party. Receipt of this presentation does not constitute a license or transfer of any rights.