Communications strategy for the construction management firm's corporate headquarters included the following non-exhaustive selection of work that spans social, web, public relations, branding, campaign strategy and execution, client communications services, and much, much more.
Strategic planning and execution across social, web, and public relations resulted in a 40% increase in social media engagement, an 17% increase in web sessions, and a 25% increase in overall media mentions when compared to previous years.
brand development
Supported the firm's brand evolution and messaging, including the rebrand of the firm's tagline, creation of a value proposition, distribution of brand guidelines, and management of internal and external communication to circulate new branding information.
public relations
Strengthened regional and local media contacts and strategically positioned clients, executives, emerging leaders, and company portfolio projects in thought leadership and think-pieces, resulting in a 25%increase in overall media mentions compared previous years.
GEOGRAPHIC EXPANSION
Part of the firm's strategic plans for geographic expansion, the announcement of the new Arizona office needed to be flawlessly executed to both target local business personnel, position the firm as an experienced and reputable contractor, and ultimately attract and retain new project pursuits. Paid social strategy successfully targeted the Greater Phoenix Metro and resulted in 110 engaged website sessions, while organic social reflected a 7.5% engagement rate. The announcement was published by 38% of targeted media outlets and accounted for 12% of weekly website traffic.
THOUGHT LEADERSHIP
Tasked with the planning, creation, and distribution of an annual construction outlook intended to position the firm as a knowledgeable construction provider and trusted client consultant. With a simultaneous strategic goal of geographic expansion and brand awareness, the campaign would also need to target client verticals in new regional markets.
The result of a six-month integrated communications plan, the forecast addresses market insights that provide benefit to clients, while providing publicity for firm executives as thought leaders in their fields. Social strategy drove 53% of website visits and successfully targeted the intended regional audience, reflecting a $1.40 CPC. Overall, the campaign increased monthly web traffic by 48%.
PERSONNEL HIRES AND PROMOTIONS
In the company's fifth-generation of family leadership, succession planning is embedded into strategic planning and often a consideration in overall content strategy. Ryan's promotion from project executive to managing director of the education business unit provided opportunity to position him as an emerging leader in education construction while reintroducing him as the future face of the firm.
Accounting for 40% of overall revenue, the education sector is built on strong client relationships and construction experiences with Wisconsin districts and school communities. By prepping the firm's network of K-12 and higher education leaders and engaging local and regional media contacts, public relations and social media strategy resulted in a 27% rate of earned media coverage, a 20% organic social media engagement rate, and is responsible for 12% of weekly web traffic.
PROJECT MILESTONES
Loomis Crossing fulfills a community need for accessible healthcare among other amenities within the 150,000 square foot mixed-use campus. With the construction of the campus' medical office building approaching completion, the project team needed a comprehensive public relations plan to bolster community engagement, target potential tenants, and conclude its portion of the larger $70 million development.
A strategic plan organized a ribbon cutting ceremony and engaged community leaders and local government officials. A co-developed press release was distributed on the owner's behalf to targeted and local media outlets whose communities were directly impacted by the new development. Earned media reflected a rate of 45%, while organic social media engagement reflected a rate of 28%.
brand reputation
Drafted applications that tripled the firm's awarded media nominations when compared to previous years. Awards include:
Deloitte Wisconsin 75 & DEI Award
Milwaukee Business Journal Real Estate Awards
Milwaukee Business Journal Women of Influence
Milwaukee Business Journal 40 Under 40
InBusiness Madison 40 Under 40
InBusiness Madison Commercial Design Awards
BizTimes Notable Alumni
BizTimes Notable Construction
BizTimes Notable Women in Construction
Daily Reporter Top Projects
WCREW Impact Awards
Family Business - CEO to Watch
integrated campaign management
Managed various integrated campaigns like Women in Construction Week that targeted national and diverse audiences, stretched across digital platforms, encompassed brand awareness, website visits, and recruitment goals, and utilized both organic and paid content strategy.
social media management
Managed organic and paid social strategy, created content calendars, and developed original content to be distributed across platforms. Executed integrated campaign components and produced timely analytics and follow-up strategy. Provided copywriting, design asset management, and monthly social and web analytics.
INSTAGRAM LAUNCH
Launching the firm's new Instagram account called for the perfect combination of paid and organic social strategy to target geographic regions of interest, build a follower base, and grow engagement among new followers and existing clients. In addition to a launch timeline and gradual increase in post frequency, strategy included internal employee engagement and education on social platforms and social media best practices. Results include an average monthly increase in followers of 25% within targeted audience regions and an average monthly increase in engagement rate of 56%.
