DATE
Active
A Metro Manila supplier and fabricator of aluminium and architectural glass systems trading since 1984 had four decades of reputation but almost no reach. Their social presence was irregular, their audience rarely engaged, and new business still arrived by referral. We rebuilt their digital front, social media management, creative content, Meta Ads, a lead-capturing website, and enhanced their B2B outreach methodologies.
Websiite Development
Social Media Management
Services
Full-Stack Website Development, SEO Optimization, Google Analytics Integration, Social Media Management, Meta Ads and Content Writing
Industry
Construction Materials
Client
UMI Glass & Aluminum Supply Inc.
Problem – Weak Social Presence And No Structured Lead Flow
Before working with us, UMI Glass & Aluminum faced these challenges:
Minimal and inconsistent social presence: Posting was irregular, with no content calendar and no editorial direction.
Low follower engagement: The existing audience rarely reacted, commented, or shared, so organic reach stayed flat.
No creative content to show the product range: Craftsmanship and product vary while window series, shower enclosures, glass facades, and mesh systems were effectively invisible online.
No strategy tying content to outcomes: Posts were not connected to leads or brand awareness in any measurable way.
No digital destination: Interested buyers had nowhere to learn more and no structured way to submit a project enquiry.
A referral-dependent B2B pipeline: With no outbound system, the company had no way to reach contractors, developers, and fit-out firms before a project was already awarded.
For a supplier that competes on finish quality and technical fit, this meant the business was absent at exactly the moment architects, contractors, and homeowners were shortlisting suppliers.
Analysis – Audience, Channel and Market Priorities
We identified three priorities:
Visual credibility: In glass and aluminum, the product sells on finish and detail. Content had to show real installations, real hardware, and real specifications.
A dual audience: The brand needed to speak to homeowners and renovators through social, and to contractors, developers, and architects through direct outreach. Two very different buying motions on one brand.
Geographic focus: Effort had to concentrate where the projects are: Tier 1 Metro Manila, BGC and Taguig, Makati, Ortigas, Quezon City, Marikina, before extending into Greater Luzon.
Working from the company's product range, project history, and existing customer profile, we built a plan that used paid and organic social to create demand, and a scored outbound programme to capture it.
Solution – Content, Campaigns and a Lead Engine
To rebuild UMI's presence and give it somewhere to convert, we delivered:
Social Media Management: A consistent posting calendar across Facebook, Instagram, and TikTok, supported by engagement tactics including comment response and interactive posts.
Creative Content Production: Branded product graphics and technical showcases, Awning Series 50, Sliding Series 900, premium shower enclosures, presenting specifications clearly enough to double as sales collateral.
Meta Ads Campaigns: Paid campaigns targeting high-intent audiences in priority Metro Manila districts, tested and refined against enquiry volume rather than vanity reach.
Full-Stack Website Development: A responsive site presenting products, services, and completed projects, with an integrated enquiry form that captures project stage, location, service type, and project detail — so every lead arrives qualified.
Email Strategy & Sending Setup: Outreach configured to send from the company's own sales address with a consistent signature block and disciplined sending practice to protect deliverability.
B2B Lead Generation: A researched prospect database of 98 companies, each scored against a six-factor qualification model — project timing, product fit, decision-maker accessibility, project value, geographic fit, and evidence quality — then tiered HOT, High-Potential, and Developing, and delivered with an outreach playbook and pre-outreach checklist.
Personalised Cold Outreach: 29 individually written emails drafted for prospects with verified contact addresses, each matched to the company's project type and stage rather than sent as a template blast.
Followers Growth in 3 Months
Avg. Weekly Enquiries from Paid Campaigns
Avg. Monthly quotation value
Results – Audience Growth and a Qualified Pipeline
Across the engagement, UMI moved from an inactive page to a working acquisition channel:
Follower base grew 30% over three months of consistent, on-brand posting.
Paid campaigns produced steady enquiries per week from high-intent local audiences.
Engagement rate per post improved by 4%, with top-performing content reaching 1,988 people — 119.9% above the page's median post reach.
A live website gave every campaign a destination and every enquiry a structured intake, replacing scattered direct messages with usable project briefs.
