Proving an Offline-Online Experience for Royal BAM

Royal BAM Positions Themselves as a Leader by Proving an Offline-Online Experience

Royal BAM was tired of relying on traditional marketing, they were looking to freshen things up and use social media tools in their favor. So I made a strategy for them.

In this traditional industry, most (if not all) firms struggle to show the innovative side of their works in a proper way.

This project showcases a social media strategy that transforms Royal BAM's online presence into a dynamic digital portfolio, capturing the imagination of a new generation of buildings.

The client faced two main issues:

• Marketing without Control: Many construction firms rely on traditional methods like press releases and news coverage to get their message out. While valuable, replying on only PR and news outages leaves you with little control.

• No Digital Awareness: BAM needed something that could go hand in hand with the industry standard approach to marketing, something that was digital first, something that was repeatable for the ages, yet refreshing.
  
  

Goals

• Increase brand awareness and positive perception, especially among young professionals and potential employees.

• Build a strategy that gives BAM full in-house control over their marketing efforts and that is sustainable for long term.

• Reposition BAM as a leader in the construction industry, using social media as a platform to share expertise and exciting projects.

Our Approach Consisted Of

This innovative campaign focused on a way to show projects in an offline and online manner. This is how we found out the root of the problem and how we fixed it.

Creative Group Sessions

I conducted a series of interview rounds with representatives from various departments at BAM. These weren't your typical interviews, as we employed creative questioning techniques within group sessions to delve deeper. This approach resulted in open conversations about things that frankly were not good. It surfaced frustrations around current marketing activities.

Employee Advocacy

To add on to the digital portfolio experience, I initiated a strategic playbook that Royal BAM can use for years to come, detailing how their employees can be the best marketeers, even if they are not marketeers.

Digital Portfolio

I created a strategy to turn BAM's social media channels into a digital portfolio, highlighting ongoing and completed projects with high-quality photos and videos.

Royal BAM reinvents themselves by proving a offline-online experience

Impact

This strategy is designed to have a significant impact on Royal BAM's online presence.

• Increased Brand Awareness: By showcasing their impressive projects and the talented people behind them, BAM can build brand recognition among a younger audience and potential employees.

• Enhanced Brand Perception: High-quality content that showcases innovation and expertise will position BAM as a leader in the construction industry.

• Employee Branding For The Ages: The playbook includes an employee advocacy program, transforming BAM's workforce into a social media army. Employees will be empowered to share their stories and passion for the company, creating a powerful and authentic employer brand.

Final Word

This case study demonstrates the power of a strategic social media presence for a traditional company like Royal BAM. By creating a digital portfolio and showcasing the talented people behind the projects, BAM can connect with a new generation, attract top talent, and solidify their position as a leader in the construction industry. This was all about going beyond the press release and building online awareness around and a digital first experience around the company's impressive work.