“Stantec has architects!?”
“We thought all of A+A’s people left after the acquisition.”
“Stantec works on healthcare? I heard you were just doing infrastructure engineering.”
These were typical reactions from our California client-base five years after Stantec’s 2010 acquisition of San Francisco–based Anshen + Allen, a leading healthcare architecture firm with 200 employees in four locations.
Surveys showed the grim reminder that without concerted outreach efforts, firms that grow by acquisition risk losing visibility of added service lines under the all-encompassing brand. Consequently, local staff surveys showed a lack of pride in Stantec as an architectural practice.
We set out to launch an architectural branding campaign series to let people know Stantec’s architectural talent is here and growing, and to help foster staff pride.
The print/digital direct mail campaign series was based on the principle “People hire people!” Visuals were simple, showing staff members’ personalities through fun, captivating photos. Messaging was distinct, highlighting each person’s professional motivation through one word that resonates them and why. Print card envelope was semi-transparent to slightly reveal the contents and entice an opening. Cards were sent biweekly.
Our results exceeded our marketing objectives. The $5,000 investment mushroomed into huge benefits for the regional architectural practice through increased inquiries, a climbing win rate, and improving staff pride.
Kaiser Permanente Thrive Team Manager said, “I think these little snippets are so cute and very positive!! Kudo's to Stantec for showing off their staff…shows a lot of pride in the people that make the company great!!”
Stantec Architectural Branding Campaign
Category
Direct-Mail Campaign > Direct-Mail Campaign-Mixed Media
Description
Stantec
San Francisco, California
www.stantec.com
http://stantecmarketingcommunications.cmail2.com/t/ViewEmail/d/6F38FAB37F192FBB/4151A76844BF8DC54FB5D4CAE8F50064
Winner Status
- Award of Excellence