Matching brand to reputation.
Stacy Witbeck built a strong reputation as one of the nation’s leading transit contractors, but they needed help creating a public facing identity to match that representation.
Starting with rebrands for both Stacy WItbeck and its subsidiary, MRS, I led efforts to revamp both internal and external marketing and communications efforts to support Business Development and other key stakeholders.
Social media audience doubled.
Two new websites delivered, maintained, and monitored.
Core values created.
Safety program enhanced, lowering incident rate.
Recruiting goals successfully hit.
Written and visual asset creation, curation, and management
Analytics monitoring
Regular content updates and changes
SEO measurement and optimization
Old
Websites
I led a team to completely overhaul and enhance the websites for both Stacy Witbeck and MRS, leading to organic traffic growth. Post launch I monitored site and page visits in order to optimize content, monitored SEO performance, and added key new features such as vendor registration forms for subcontractors.
New
Work
Video spotlight series highlighting importance of program
Text and email campaigns
Job site material creation and distribution
Landing page development and maintenance
Safety
CREW360 is an initiative created in partnership with Caterpillar Safety Services empowering craft workers to take a larger part in field safety. Through email, SMS, job site materials, an ambassador program, and onboarding, I was able to roll out the message and importance of safety to far-flung hourly crews across the country.
A landing page was created as a simple hub for people to learn about the program and submit success stories to be distributed throughout the company. As a result, the companies EMR rating is far below industry averages, with internal surveys showing employees feel more empowered to work safely.
Recruiting
Work
Curated regional email campaigns
Brochures for entry, mid-level, and senior recruits for both companies.
Swag and booth materials for career fairs and industry events
Targeted Linkedin campaigns for specific roles
I worked closely with the recruiting team to deliver assets and programs to help fill vital positions on project teams across the country. A video series explaining different roles and projects was created to spike interest and answer questions for entry level positions, along with informational brochures and materials and messaging for career fairs.
For roles needed to fill holes to allow construction projects to progress, regional email blasts with carefully crafted messages were created and sent to qualified candidates, filling all roles and achieving open rates of over 80 percent.
Core Values
Created workshop series.
Built categories and supporting evidence learned from workshops.
Development and physical distribution of values.
Internal communications reiterating their importance
While tenured people in the company inherently knew what had led to its success over the years, it was never explicitly communicated or told to new recruits. Starting with a group comprised of members of all levels throughout the company, I helped lead workshops to establish what the core values of the company were. Through spirited debates we landed on four, and rolled them out company wide as a reminder to LIFT one another up.