WHAT?
An established contractor since 2016, Manchester- based Big Red Construction was ready to evolve into a larger entity. The BR2.0 Group set its sights on offering end-to-end property solutions across construction, development, and asset maintenance under the premise of ‘Develop, Deliver, Maintain’.
While Big Red’s name was already well-known within the built environment landscape, we were tasked with communicating this point of change for the business, as well as shaping a positive narrative for the group’s new development arm, Xpercity, among key audiences.
Wanting to build impactful development projects that were underpinned by social value, the creation of Xpercity meant the team at Big Red would have access to a significant war chest across the North of England, which would help to fund its development pipeline.
With the creation of a new Group structure, we supported the curation of new brand assets and social media profiles. Despite Big Red Construction and Xpercity co-existing, it was important to separate the two brands to showcase the expertise and service offerings of the two businesses.
To do this we identified a bespoke social media strategy for each, while ensuring there was consistency across the group. We were responsible for building each brand’s presence across social media through carefully curated posts – with a particular focus on LinkedIn – to increase follower count, engagement, and click- throughs to web content.
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Upon the BR2.0 Group’s launch, we worked to secure timely coverage in key media titles such as Place North West, Business Insider, and The Construction Index, to name a few. Where relationships didn’t exist with journalists already, we created them.
HOW?
RESULTS
2.8 million audience reach
across online and print coverage in the regional, business, and trade press
1.2K increase in social media followers
across an initial six-month period
21% increase in website visits
within 12 months
With an aim to rebuild Big Red’s media presence and introduce the Xpercity brand to the business and trade media, we helped to generate high-value press coverage through announcing the evolution of the business into three separate entities: Big Red, Xpercity, and Inspired. In doing so we reached a targeted trade audience of 731,000 across both regional and trade publications.
Within six months of working with the BR2.0 Group, we successfully built an engaged audience following from zero to 331 for Xpercity’s LinkedIn profile alone, as well as a 512 follower increase in followers for Big Red’s existing social media platforms. After a full 12 months, follower count had risen to 4,505 across each of the brand’s profiles – all through organic posting and engagement.
Following the launch, we continued to nurture relationships with key journalists in the industry – helping to secure additional coverage in the form of reactive commentary, thought leadership feature opportunities and the announcement of new projects and initiatives.
