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FSC

FSC Architects & Engineers was a professional consulting practice with a special interest in cold climate and remote location projects – with multidisciplinary teams providing services and expertise within architecture, mechanical, electrical, civil / municipal, structural, and environmental engineering.

As part of a reassessment of their company image, FSC recognized a need for better representation of the firm’s diverse service offerings and corporate philosophy. They sought a new image that would be used to generate greater brand awareness and support the business goals of the organization.

Having grown from a small partnership into a large interdisciplinary architectural and engineering firm with over 60 staff and four locations across Northern Canada, FSC (formerly Ferguson Simek Clark) had outgrown its existing image as an intimate, grassroots organization. Further clouding both internal and external perceptions was the fact that as a catalyst for this growth, the firm had undergone a major corporate restructuring, leaving the organization with nine active shareholders – each expressing different ideas concerning future direction.

The goal was to develop a marketing program that was rooted in the genesis of a new brand image that would demonstrate the same level of passion and quality that the firm’s projects were recognized for.

To reach this goal, the following phases were completed:

  • Strategic planning sessions and marketing workshops were held with all nine shareholders in order to articulate the goals and vision of the firm and develop consensus among all stakeholders regarding the positioning and future direction of the business
  • A detailed marketing strategy, budget, and tactical plan were developed for a 12-month period to support the launch of the new brand and positively position FSC within its marketplace

With a highly successful launch of its new brand, FSC generated a dramatic increase in awareness, recall, and appreciation. The firm was awarded the distinction as the only Top 100 Employer headquartered in the North (2009 Canada’s Top 100 Employers, as featured in Maclean’s Magazine), as well as earning the prestigious Top Northern Employer Award.

In addition to the benefits and having a strong new corporate identity, FSC Architects & Engineers also benefited financially with the increase in new business directly attributed to the better positioning of the firm and the consistent and targeted advertising and promotional programs. These benefits were further realized during the successful acquisition by Stantec in 2011.

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