Groundbreakers stems from our company tagline “Groundbreaking Since 1908”. In 2022, we completed a major redesign of our special Year in Review (YIR) edition, which is the focus of our MCA award submission. We used a cohesive set of infographics to illustrate market sector performance, revenue, and backlog by each of our eight offices, repurposed the best social media posts from each city in an interactive format, and included numerous videos. We called the YIR “Stepping Through 2022” using a collage of work boot images for the cover - each image tells its own story.

Groundbreakers started in 2015 and was redesigned in 2018 using the Adobe Spark program, a mobile friendly application. We began using Campaign Monitor in 2019 to track reader engagement. In 2022, Groundbreakers received an average per issue open rate of 66% with a click rate of 49% with an average of 550 monthly recipients - consistent, multi-year performance. We have eight regular features in each edition: CEO Letter, Flintco 4 LIFE (Safety), Continuous Improvement (new processes, new technology, promotions), Employee Spotlight (asynch video), HR, social media (contest to push engagement), Flintco Forward (new initiatives, project wins), and Get to Know Me (showcases hidden employee talent). Flintco hired a full-time videographer in November 2021, which has added depth to our content each month.

Our 2022 YIR edition generated an 80.5% open rate and a 62.3% click rate, well above the industry average, and our own monthly numbers.