Focus – Stronger Web Presence and Brand Awareness

About the Client – Swinerton Incorporated is a commercial construction leader, providing outstanding services across the West. The company has consistently been ranked among the Top 25 General Contractors in the U.S. (by Engineering News-Record Magazine), and ranked among the Top 10 in a wide range of categories, including Retail, Residential, Healthcare, Hospitality, Education, Commercial Office, and Entertainment.

Challenge – Swinerton needed a new way to increase its brand awareness and match its competitors. The company began to see some of its employees posting items on Facebook and various blogs that included the Swinerton name; it needed to approach social/digital media from a supportive standpoint by creating new corporate guidelines and implementing a digital marketing strategy.

The gWave Solution – After evaluating Swinerton’s goals and its current marketing approach, gWave began working with the company to create a revamped digital marketing and public relations strategy. Once Swinerton’s needs were assessed, gWave implemented the following:

• Developed and drafted a Corporate Social Media Policy and Guidelines, along with an Internal Launch Plan
• Created a Communications Plan to roll out the new guidelines to more than 1,000 Swinerton employees
• Created and designed a new branded Corporate Blog (SwinertonBuildsTomorrow.com) and a social media calendar
• Set up a Facebook page, a Linkedin account, and a customized Twitter page
• Made sure that the necessary tools were set up for the company’s Online Reputation Management

Very few of Swinerton’s competitors are taking this new approach to marketing; most of them continue to use traditional media, so this strategy had strong potential to put Swinerton on the cutting edge of the industry.

The Result – The gWave team was so successful in educating the VP and marketing team on the “new” rules of marketing that the original Corporate Marketing Coordinator was promoted to the Corporate Public Relations Manager. This newfound knowledge resulted in getting the buy-in of the executive team, so Swinerton could champion this new digital strategy.

Since the marketing plan was launched internally:

• gWave immediately identified a number of employees who volunteered to be guest bloggers and contribute whatever they could to ensure the success of their company.
• The digital strategy and roll-out has increased employee morale.
• The Facebook and Twitter following has generated a new audience in which to communicate to.
• Next up is a complete analysis of Swinerton’s mobile strategy and what apps or tools can be built to promote green or LEED certified building.

Swinerton now has a strong online presence, along with the knowledge of this new marketing approach will allow the company to maintain the brand awareness it desires.

The Client Quote – “Working with gWave was the best choice for our company. They introduced us to a new and effective way to market Swinerton, and it has given us the boost that we needed. The gWave team was extremely professional and catered to all our needs. I look forward to our future endeavors with gWave, and I highly recommend them to any company looking for new marketing strategies.”

Meggie Doscher

Corporate Public Relations Manager