Craig Group Earns B2B Marketing Accolades at the 2023 Houston BMA Lantern Awards 


Houston, TX – Craig Group, a leading revenue growth advisor for middle-market, PE-backed portfolio companies, won big at the 2023 Houston Business Marketing (BMA) Alliance’s Lantern Awards. The firm’s work on behalf of C&D Scrap Metal, a 40-year leader in the scrap metal industry, earned multiple B2B marketing awards recognizing excellence in strategic marketing and creative communications.

The company received Lantern Awards for outstanding performance in SEO, Website, and a Rebranding Campaign. Craig Group also won an Award of Excellence for Integrated Marketing Communications. The collaboration with C&D Scrap Metal sought to enhance their visibility, increase organic web traffic, and elevate search engine rankings. This initiative was undertaken as part of an overall rebranding effort.

“C&D has built an unmatched brand and reputation by providing great service to the Greater Houston area for nearly 45 years,” said Beau Landry, CEO of Company of Merchants. “When we looked for a partner for C&D Scrap Metal’s ambitious growth goals, we turned to Craig Group. They thoughtfully guided us to align our business and marketing efforts to help us achieve our branding and sales objectives.”

The results of Craig Group’s tailored strategy yielded a 110% increase in organic traffic. This signified a substantial improvement in C&D Scrap Metal’s website visibility. Keyword rankings also saw a noteworthy enhancement, with 249 unique search phrases positioning the brand on page one of Google. An increase in Google Business optimizations showcased heightened user engagement. 

Improvements in conversion metrics were observed through enhanced website call-to-actions and KPI tracking. Optimized content and advertising campaigns led to improved conversion rates from both organic and paid sources.

The Houston BMA Lantern Awards recognizes top-quality creative and strategic business-to-business communications in Texas. A panel of B2B marketing professionals from BMA chapters nationwide judged the 2023 Lantern Awards. A cumulative score for each entry determined the winners of Lantern Awards and Awards of Excellence.

Craig Group Founder and President, Summer Craig, expressed gratitude for the industry honor.

“Receiving this acknowledgement from the Houston BMA is a testament to the dedication and innovation that defines the Craig Group team,” Craig said. “C&D Scrap Metal is a valued partner and was an incredible collaborator throughout the process of these projects. The recognition from the Houston BMA is a shared achievement of which we are all proud.”

About Craig Group

Craig Group is a leading revenue growth advisor for middle-market, private-equity-backed portfolio companies. With a proven track record in delivering strategic marketing solutions, Craig Group empowers clients to achieve and surpass their business goals.

About Company of Merchants

Company of Merchants is an owner-operator of premier industrial facilities in the Gulf Coast region, including existing investments in metal recycling facilities, vehicle storage facilities, and collision centers. The organization focuses on strategic mergers and acquisitions of companies within these verticals and others in the industrial landscape.

About C&D Scrap Metal

C&D Scrap Metal (C&D), part of the Company of Merchants family of brands, is the Greater Houston area’s premier metal recycling provider. Its state-of-the-art facilities provide a safe, clean, and convenient environment for households and businesses looking for environmentally-responsible scrap metal recycling services. C&D accepts all types of metal, such as copper, aluminum, stainless steel, brass, and more. The company provides quality scrap metal recycling services through the handling, processing, and shipping of non-ferrous and ferrous materials.

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