SafeSmart had reached a point common to fast-growing, multi-division businesses. The company sold across construction, industrial, transport, marine, aviation and agriculture, and every division had opportunity, but not every division deserved the same attention or the same spend.
Sales conversations were happening site by site and category by category, while marketing operated on a separate track without a shared brief. We were brought in to align sales and marketing, creating a more unified approach across both teams.
SafeSmart knew their story wasn't landing consistently with the people who mattered most: site engineers, project engineers, and the project directors and pre-construction managers who decide who gets the tender, this was our main focus.
SafeSmart designs and supplies access solutions for construction and industrial sites: aluminium platforms, stairs, bridges, edge protection and mobile towers, built by a team who understand delivery, not just compliance. Its ProScaf range operates as its own technical scaffolding system alongside SafeSmart's broader design consultancy offering.
Where most of the market sells or hires equipment, the point of difference SafeSmart wanted to lead with was its in-house design consultancy, project consultants who solve access problems before a job reaches site. That's the position the marketing needed to carry: not equipment, a genuine design and delivery partner capable of taking on the country's biggest infrastructure projects.
To anyone looking for a partner in the marketing space, I'd recommend Boxcrib any day. In an industry typically flooded with jargon, Boxcrib were straightforward and clear about the mission: understand our market, unify our messaging between sales and marketing, and get out into the field to capture quality content. The best way to describe Boxcrib is great people backed by very efficient systems.
Wilbert Person, National Projects Manager, SafeSmart
We started with structure rather than volume. Before producing anything, we built a category-by-category strategy that set a priority level, buyer profile and channel plan for each part of SafeSmart's business, so effort went where the return actually was rather than spread evenly across a business that isn't evenly weighted.
From that foundation, we put a system in place:
- Category strategy
- across Civil Construction, Commercial Construction, transport, agriculture and ProScaf, each mapped against its own decision-makers, channels and level of investment.
- Messaging framework
- built around SafeSmart's design consultancy service, repositioning the brand from equipment supplier to design-led access solution provider.
- Social media management
- across LinkedIn, Instagram and Facebook, with content focused on speaking directly to their target market.
- LinkedIn B2B outreach
- targeting site engineers, project engineers, project directors and pre-construction managers ahead of tender, paired with content built to speak to those same people.
- Content creation
- including photography and video from major civil and industrial sites, building the case study library that underpins outreach, tenders and the website.
- Ongoing advisory and reporting
- on a quarterly cycle aligned to SafeSmart's own sales focus, so marketing shifts with the business rather than running on a separate clock.
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