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The mission of sustainable growth marketing

Hoivarakentajat, the largest public log house constructor in Finland, were looking for a marketing partner to support their growth and challenge their own thinking. Our main task is to ensure that the company's message is clear and that it speaks to the most important target audiences. We also guide their marketing efforts on the principle of continuous improvement, based on data that is constantly accumulating.

The goals of Hoivarakentajat for the spring 2023

  1. Standing out from competitors

  2. Gaining new contacts and leads

  3. Optimizing the website and its user-friendliness

  4. Revamping the newsletter

  5. Strengthening social media presence

A clearer message that speaks to the right target groups

We built a success plan for Hoivarakentajat based on the customer insights and goals defined in the buyer persona and service path workshops.

During the first year of cooperation, we focused on clarifying the message and brand image. We also laid the foundations for data-driven marketing. The right direction of development is reflected in the results of the redesigned website and advertising.

 

Results *)

kuvitus_growthdriven_wide
  • + 1 % Website conversions from traffic through organic search results
  • + 1 % Website conversions from traffic through paid search results
  • - 1 % The cost of a conversion coming through paid search traffic
  • + 1 % Amount of LinkedIn followers

*) Review period June – November 2023 vs. December 2022 – May 2023

See the video in Finnish

Insightful partnership is constantly evolving

Blink Helsinki is responsible for planning and executing the marketing, as well as delivering results to Hoivarakentajat. The collaboration, flexible according to the needs, is running smoothly and is steered in client meetings regularly. With the foundation of the marketing solidified in 2023, it has paved the way for higher goals and more ambitious actions in the coming years.

I am particularly pleased that we went looking for a partner who would challenge our thinking and take an active role in suggesting best practices and driving our marketing communications forward. The Blink team has successfully filled that role. That's probably the best thing. You challenge and push us forward.

Mikko Vainioranta Chief Strategist, Hoivarakentajat

A distinctive message and branding as a foundation

The main target audience of Hoivarakentajat consists of growth-oriented service companies in the social, health and early childhood education sectors. Hoivarakentajat aims for the success of their clients and the well-being of the users of their buildings. This is achieved by building sensory and environmentally friendly log homes, service homes and day care centres designed in partnership with future users.

hoivarakentajat-ikoni

Our goal is impact – communicating in a way that resonates on an emotional level with the audience.

Mikko Vainioranta Chief Strategist, Hoivarakentajat

We distilled Hoivarakentajat's customer value proposition into the form Hyvä kasvaa yhdessä ("Good grows together"). Additionally, Hoivarakentajat's unique total solution was named Tunnehirsi. In addition to clarifying the message, we honed the brand's visual identity in a cost-effective way. While the logo remained unchanged, we refined the use of brand colors and photography guidelines. 

hoivarakentajat-opas-kansi

Website redesigned for the HubSpot platform

We completely redesigned the website while migrating it from WordPress to the HubSpot platform. In designing the site structure, content and user experience, we paid particular attention to key target audiences and search engine optimisation. We also ensured the usability of the site and technical search engine optimisation.

The first version of the website was launched in June 2023, just a few months after the start of the design project. This was possible for two reasons. First, we accelerated the design and implementation process with the Figma design system  and the HubSpot website theme developed by Blink. In addition, we are constantly expanding the site and improving its performance through agile site development. 

Check out the Hoivarakentajat website development
hoivarakentajat-sivusto

Diverse content marketing maintains interest

In designing the content, we focus on topics of interest to the target audiences of Hoivarakentajat. We continuously analyse and optimise content, search engine advertising and social media advertising to improve their effectiveness.
 
We systematically produce new content pages, articles, customer stories, downloadable guides and inspirational books for the website. We bring them to the attention of target audiences through keyword analysis, newsletters, social media posts and advertising. To accompany the website redesign, we moved newsletter management from Mailchimp to HubSpot.

Hoivarakentajat is also an active presenter at industry events. Therefore, the cooperation also includes sparring for performances and designing presentation materials. A good example of how Hoivarakentajat strengthens partnerships is its participation in clients' project brochures with the support of Blink.

hoivarakentajat-opas-taitto

Hoivarakentajat is Finland's largest public log builder and a pioneer in responsible construction. The company helps care and early childhood education companies towards sustainable, profitable growth with attractive log buildings that bring in employees and customers.

hoivarakentajat.fi

hoivarakentajat_logo_w
Do you also need a competent and supportive marketing partner?

Contact us or book a meeting!

Samuli Sinkkonen Growth Manager samuli@blinkhelsinki.fi +358 400 394 842
markkinoinnin matematiikka-laskuri-CTA-tausta

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