Creative Brief

Jacobsen prides itself on its tight-knit culture. But with project teams on dozens of jobsites nationwide, maintaining a sense of connection and common purpose requires constant upkeep.

With this in mind, our team created a microsite tailored to helping employees everywhere easily show off photos of their jobsite and browse photos submitted by peers. 

We branded www.photos.jacobsenconstruction.com as J-HUB, straightforwardly marketing it as “an exciting way to connect Jacobsen employees” and “an interactive platform that shows off your work.”

Employees could submit photos anytime, but we also strategically developed six campaigns requesting photos aligned with special themes: team appreciation, project milestones, “road trips,” etc.  These campaigns engaged employees with each other and provided us valuable content we could re-use in proposals, social media, our annual report and more. We monitored the frequency of submissions over time.

To attract participation from across a wide cross-section of jobsites and levels within the company, we appealed to a universal motivator: prizes. Submitters were entered into drawings for gift cards, pizza parties, gift baskets, swag, Stanley tumblers, etc. 

We sought high-quality submissions to make J-HUB aesthetically worthwhile by requesting diverse types of photos — selfies, group photos, landscapes, etc. We integrated J-HUB into employees’ routines by making it every jobsite’s default browser landing page and showcasing submissions on a touchscreen at Jacobsen headquarters. 

Using strategic efforts to help employees far and wide proudly showcase their jobsites, we elevated J-HUB as an authentic extension of Jacobsen’s culture of connection, caring and camaraderie.