Greiner – Construction

Repositioning Greiner around a clearer identity, stronger differentiation, and a long-term growth strategy.

Challenge

Greiner needed a more modern and intentional way to position itself within workplace, healthcare, and multifamily construction markets.

Outcome

A strategically repositioned brand centered around education and industry leadership – supported by a new website and thought leadership initiative.

What we Did

Project Demand System

Links

Website LinkedIn

CLARIFY

Greiner had built a respected reputation within the Twin Cities construction market, but the opportunity was to sharpen how the firm communicated its expertise across the sectors it wanted to grow most aggressively within.

Through leadership workshops, market research, and messaging strategy, we identified Tenant Improvement, Healthcare, and Multifamily as key growth markets — with Historic & Adaptive Reuse emerging as another highly differentiated niche.

We also uncovered a larger positioning opportunity: Greiner wasn’t just building projects — they were building relationships through education, insights, and industry expertise through initiatives like their in-person “Construction Trends” series.

We took that strategy further by extending their expertise into digital channels through podcasting, social content, and educational articles.

Greiner is an education company in the construction business.

BUILD

With the strategy established, we rebuilt Greiner’s digital presence around its market teams, expertise, and educational approach to construction.

The new website was designed to showcase specific sectors, highlight project storytelling, and house the firm’s “In Practice” podcast and thought leadership platform. The initiative also extended beyond the website into proposals, fleet graphics, site fencing, and marketing collateral – creating a more unified and recognizable brand presence across every client touchpoint.

AMPLIFY

With the new platform and messaging in place, Greiner gained a scalable system for increasing visibility within the markets it wanted to dominate.

Through strategic SEO, educational content, project storytelling, and ongoing thought leadership, Greiner went from having minimal search visibility to ranking nationally for healthcare construction and significantly increasing visibility within multifamily and other target sectors.

Over a three-year period, the firm grew from roughly $93M to $175M in annual revenue – strengthening its reputation as one of the Twin Cities’ leading commercial contractors while continuing to expand within healthcare, multifamily, technology, and adaptive reuse markets.