GETTING PR FOR GEOTECHNICAL STRATEGIES
Ingenuity helped Ground Improvement Engineering expand visibility on its social media channels and land articles in Construction Executive magazine as well as the national peer-reviewed journal, Geostrata. Social impressions grew by 75 percent in one year and followers for this engineering specialty firm are up 16 percent.
Ground Improvement Engineering works with developers, general contractors and geotechnical engineers on a variety of projects to improve soft or tough soil conditions for building foundations. The technical nature of their work is a challenge when developing a social strategy and identifying public relations opportunities.
Ingenuity worked with the leaders to understand their market position and the type of work they want to attract. Then we researched and recommended a social strategy that integrates reputable industry sources in construction, wind power and engineering. We recommended drawing content from those industry sources and commenting on the trends, issues and project examples that relate to Ground Improvement’s knowledge and experience. We also recommended use of project photos and videos to organically boost social engagement (paid social is not a part of their strategy at this time).
As the firm increases its followers on social media, Ingenuity also provides ghostwriting, editing and search engine optimization for the firm’s blog. We create monthly project profiles and other articles on ground improvement techniques. This work has led to pitching ideas for national construction and geotechnical media. Our pitching and editing have successfully landed our client two national opportunities so far, one with an online journal, Constructive Executive, and one with the American Society of Civil Engineers (ASCE) journal, Geostrata, a prestigious bimonthly journal for geotechnical engineers.
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- A video demonstrating the firm’s techniques with Geopier® installation received 400 views on LinkedIn. Overall, consistent weekly posting on LinkedIn for the company page and individual profiles has tripled impressions to an average of 800 per month.
- Monthly blog publishing is boosting the firm’s national search engine optimization for keywords including “ground improvement techniques” and “deep foundation alternative.” Project profiles can be used as examples in proposals.
- The public relations opportunities are feathers in the cap of Ground Improvement’s professional engineers, who receive bylines in reputable publications and can promote their experience to new potential clients. We also provide PR consulting for firm opportunities such as their presentation at Geo-Congress.