SMC X JobSite360
Overview
JobSite360 is an innovative, cloud-based bookkeeping software and project management tool for small-to-medium sized contractors and tradespeople. The software provides accurate job tracking and invoicing, increasing efficiency and profitability.
The Smith Marketing Consulting team working on this project was led by Nicole Stevens, and project consultants included: Alexandru Ionita, Jennifer Dong, Lauren Pereira, and Ariane Guyonnet.
The team started their work with JobSite360 at the beginning of September 2020. After an introductory meeting with Peter Douglas, the founder and CEO of JobSite360, their main focus became the branding for the company and solidifying a unique image for JobSite360. Major tasks included website development, promotional content, and social media strategies for Instagram, Facebook, and LinkedIn.
Using Ron Tite’s “Think, Do, Say” model, the team began Phase 1 of their project:
Phase 1: Think (The Problem)
The team created a brand audit for JobSite360 by identifying macro trends in the industry and establishing the company’s Target, Brand, and Category. This allowed them to pinpoint the company’s brand relevance, brand difference, and brand opportunity in the market. Utilizing this information, the team crafted a brand belief that embodies everything that JobSite360 represents. The team also performed an in-depth analysis of JobSite360’s competitors, which allowed them to recognize key areas of improvement, such as increasing social media engagement and improving user experience on their website. The team then presented their findings to the founder and CEO of JobSite360, using Ron Tite & the Church + State Team’s “Think, Do, Say” Operating System Framework.
At this stage, the team was ready to begin implementing Phase 2 of their project:
Phase 2: Do + Say (The Solution)
After the team conducted their research, they separated into two sub-teams to create personalized website and social media content/strategies for JobSite360.
Website Development:
The team that took on website development (Alexandru Ionita and Jennifer Dong) created a website for JobSite360 that would align with the new branding developed by the team. This required them to work on coding through HTML, Javascript, and Wix Corvid, as well as Troubleshooting and Research for client concerns. The team made thoughtful choices in the colours and visuals displayed on the website to create a professional look that would also be consistent with JobSite360’s social media platforms.
Social Media:
The team that took on social media (Ariane Guyonnet and Lauren Pereira) laid out the proper usage and formulation of posts for each of JobSite360’s main social channels (Instagram, Facebook, and LinkedIn) by creating a revamped social media strategy for each platform. This included content ideas, key areas of improvement, and a posting schedule for each platform. The team also created various social media posts, captions, and other marketing materials that will be used for future campaigns.
Highlights
The bookkeeping/project management software industry is highly competitive, with several key players taking up a large share of the market. JobSite360 is an emerging player within the field, and it was fascinating to understand what a contractor's day-to-day life consists of and how the product fits their consumer needs. Throughout the project, we understood what its close competitors do, its value proposition, and what sets it apart. While the industry can be quite challenging to break into, we leveraged our learnings from marketing courses, past personal and professional experiences, and SMC training to apply to strategies surrounding a well-suited social media presence and website for JobSite360. It was a wonderful opportunity to work alongside individuals with various strengths and skills, mirroring a cross-functional team within a workplace. We cannot wait to see our work in action!
Did you develop any other skills as a team?
As a team, we improved our skills including website development, graphic design, and branding. Two team members focused on optimizing JobSite360’s website, while two other team members worked on creating a social media campaign and designing social media posts. As a whole, the team focused on branding as we coordinated colour schemes, fonts, and visuals.
How will this experience allow your team to grow?
Throughout the semester, our team communicated effectively. We had weekly meetings where we shared what we had worked on previously and what we were planning on working on moving forward. This created a sense of support since we all knew what had to be done and could help anyone if they needed some support. The whole team was determined to complete the project successfully and give our client exactly what he wanted—establishing open communication early on allowed our team to work efficiently.
What surprised you?
Our team was pleasantly surprised to see that Peter, the founder and CEO of JobSite360, wanted to work so closely with our team. Our weekly Zoom meetings with him created a feeling as if we were all working together in the same office!
Key Takeaways:
Understanding the Market
One major takeaway from the JobSite360 project was the value of competitor research. When we were initially posed with rebranding the company, we conducted a holistic competitor website analysis to better understand the landscape. This empowered us to make branding decisions aligned with the client’s goals while standing out amongst competitors.
The Power of Planning
One marketing principle that we believe is essential to a successful project is having a comprehensive social media marketing plan to ensure content is being regularly viewed by potential customers. By detailing this marketing plan with diverse strategies, JobSite360 will foster a lasting relationship with customers.
Keys to Success:
Clear and frequent communication between the client and SMC
Include small and large tasks in a schedule to maintain progress
Working collaboratively within the project team to maximize SMC consultant skill sets