REPOSITIONING BALFOUR BEATTY CONSTRUCTION

THE OPPORTUNITY

Balfour Beatty is one of the nation’s leading commercial builders that’s had a hand in building iconic structures like the Space Needle, the New Parkland Hospital and the Perot Museum. The company established a new Creed focused on being a Relentless Ally for every dream it’s entrusted to build and wanted to bring it to life inside and out, connecting its employees, partners and clients together around a central rallying cry.


STRATEGY

After getting to know the company’s culture, studying how it communicates with its employees, partners and clients it was clear the brand needed an update across all channels to reflect its Creed. So we updated every major communication channel, making ‘Relentless Ally’ and Balfour Beatty’s talented teammates the key focal point.


RESULTS

EMPLOYEE COMMUNICATIONS:

Rallied 2,500+ teammates through a new, high touch, human, employee communications model focused on ideas, successes and its awesome people

 

70%+ e-comms average open rate
90%+ feel more informed
90%+ have greater clarity on company strategy/focus
85%+ feel more inspired

DIGITAL CONNECTIONS:

Revolutionized Balfour’s U.S. digital brand presence by creating a new, mobile-responsive, content-driven website, sharing stories more consistently via social channels and leveraging the power of video

Website traffic increased by 50%
Leads generated from website tripled
Increased LinkedIn network from 31,275 to 70,000+ 
Facebook and YouTube engagement increased by 200%

MEDIA:

Defined a clear media relations strategy for each of Balfour’s growth markets to increase awareness of its market leadership and category expertise

Grew from #4 to #1 share-of-voice nationwide
Audience reach doubled
Reputation was better protected when issues arose
U.S. brand is an asset to its LSE traded parent company