Building Trust from the Inside Out — How Strategic Storytelling Strengthened ANDRES Construction’s Digital Reputation

Client: ANDRES Construction
Industry: Commercial Construction
Role Focus: Digital Marketing, Brand Strategy

The Challenge

ANDRES Construction, a 100% employee-owned general contractor, has been a cornerstone in Texas' construction landscape since 1991. With primary operations in Dallas/Fort Worth, Austin, and Houston, and projects extending to College Station, San Antonio, and surrounding suburbs, ANDRES boasts a portfolio of award-winning projects and a reputation for excellence.

Despite their impressive track record, ANDRES' digital footprint didn't fully reflect their industry stature and their storytelling on social media didn't capture the depth of their projects or the company's unique culture.

The Vision

Kathryn aimed to:

Realign ANDRES' social media strategy to highlight their projects, culture, and accolades.
Create a cohesive digital strategy that would authentically represent the ANDRES brand and build trust with clients, partners, and potential employee-owners.
Develop a content calendar that resonates with their diverse audience, including employee-owners, clients, subcontractors, and job seekers.
Foster trust with the leadership team by delivering consistent, high-quality content that required minimal oversight.
Showcase ANDRES' employee-owned culture and commitment to quality construction.
Feature a variety of projects, not just one category, showing that ANDRES has a diversified portfolio.

The Strategy

1. Content Realignment

Marketing Y’all conducted a comprehensive audit of ANDRES' existing digital content. We identified gaps and opportunities, leading to a revamped content strategy that included:

Project Spotlights: Regular features on ongoing and completed projects, emphasizing design challenges, solutions, and outcomes.
Employee Milestones: Celebrating achievements of employee-owners and sharing about their experience with ANDRES when reaching a 5, 10, 15, 20, 25, or 30 year milestone.
Award Announcements: Celebrating accolades that not only show a team photo receiving an award, but also highlighting key features and elements of a project that sets it apart from other similar projects.
Community Engagement: Posts showcasing ANDRES' involvement in local communities and industry events (AGC participation, TEXO participation, and their work with Hearts & Hammers to name a few).

2. Leadership Trust and Autonomy

Understanding the leadership's need for a reliable and low-maintenance marketing process, Marketing Y’all established a streamlined workflow:

Established a Monthly Call: A monthly Teams call with one key player at ANDRES was established so items could be reviewed and discussed before final drafts and the final product is shared. Upcoming events and other activities coming up in that quarter are also discussed so the team can begin working on content creation.
Content Calendar: A monthly plan outlining upcoming posts, themes, and key dates.
Approval Process: A simplified review system that allows the ANDRES appointed representative to provide feedback efficiently.
Analytics Reporting: Annual updates on engagement metrics to demonstrate growth and inform future strategies.

3. Visual Consistency and Branding

Collaborating with designers, Marketing Y’all ensured that all digital content adhered to ANDRES' branding guidelines, creating a cohesive and professional online presence…utilizing their specific shade of blue and making sure that their updated brand was the only one used (see ya later serifs!).

The Results

Within a year of implementing the new strategy:

Strengthened Brand Perception: Clients and partners expressed increased confidence in ANDRES' capabilities, often referencing social media content during meetings.
Company Participation: Employee-owners began taking a key role in providing content to be shared from their project both on the internal television slide deck and on social media.
Leadership Satisfaction: The executive team reported a newfound trust in the marketing process, appreciating the consistent quality and minimal required oversight.

The Takeaway

Marketing Y’all’s strategic approach transformed ANDRES' digital presence, aligning it with the core values of the company and setting them apart as an industry leader. By focusing on authentic storytelling and efficient processes, we not only elevated the brand but also built a foundation of trust with the leadership team, employee-owners, and their customers.

"I have had the pleasure of working with Kathryn for the last 10 years now in some capacity, whether that be in corporate event planning or marketing. She has greatly improved ANDRES’ external and internal marketing efforts in a variety of ways; she has taken ownership of our social media, company newsletter, ANDRES TV, and various other items such as our website and branding efforts. She generates consistently unique and relevant ideas, and also seeks to back up said ideas with data and analytics to ensure the proper audiences are being reached. Furthermore, she goes above and beyond in understanding the company culture and ensuring that it is properly relayed within all marketing efforts."

Loren S.