Establishing the brand as a leader in a new industry sector.
The Insight
With a focus on growing in the Infrastructure sector, we needed to establish the brand as a serious player in the industry.
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We needed to increase awareness and communicate our capabilities, fast. With customers already working with competitors in this space, it was time to disrupt the market by leveraging our global expertise, and local service capabilities.
The Idea
Building a sector from the ground up also meant building content from scratch. I saw this as an opportunity to understand what we stand for and use this as the foundation for all other content in our annual campaign.
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'Structures that are built to last' was born and became the main messaging on our landing page. From this, I created the content structure of our sub-sector web pages, that would give us the look and feel of a true company within the Infrastructure sector.
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With the industry going through a generational shift, we needed to diversify our content to connect with today's workforce, whilst keeping the traditional companies in mind that have been established for decades.
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To increase brand awareness, the plan was to promote our brand by demonstrating our engineering capabilities and association with iconic projects like Hinkey Point C and HS2 we were involved in.
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The Impact
From product through to our services, I made sure we covered every angle possible to show how we provided a comprehensive and quality service.
Part of the strategy involved creating 'social-first' content which offered a behind-the-scenes insight into the projects we were involved in. The 'On site with' series was used to connect our sales team with customers, promoting their profiles, and bringing our brand to life on social media.
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Project promotion was coupled with sharing our expertise through thought leadership content on our blog and addessing trending topics. I wrote the article on behalf of the sales manager.
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