Creative Brief

Our external newsletter, THE DIG was designed to increase brand awareness and position PCL as a thought leader in the Colorado construction industry. With compelling sections like Commodity Report, Project Spotlight, We Built That, and Trending in Construction, THE DIG captivates our local audience, showcasing our iconic projects, thought leadership, and industry trends. 

Historically, PCL Colorado's procurement manager sent a commodity report that was extremely popular with clients, partners, and vendors. The PCL Colorado marketing team leveraged the demand for this content to engage this audience more broadly. While PCL has constructed some of Denver's most iconic buildings, there was a lack of brand awareness compared to local competitors. The ‘We Built This’ section provided a unique opportunity to showcase the iconic projects built by PCL in Colorado. 

The value of THE DIG only increased thanks to marketing efficiencies—monthly DIG content is repurposed across PCL's social media channels. Each newsletter is designed to break down into 5-6 unique pieces of content, circulated through social media as original posts by PCL employees’ personal social accounts.

THE DIG successfully sustained brand awareness, growth, and positive engagement metrics that exceeded all industry averages. Further, the success of THE DIG newsletter inspired a dedicated #PCLColorado brand, logo, and identity for the PCL Denver District. Ultimately, THE DIG successfully combines innovative content, with a targeted engagement strategy to establish PCL as a thought leader in the construction space.