Crafting Unique Brand Voice
For In-House Service Companies
Different Perspectives for Shared-Project Marketing
Problem: In-house service companies want to build a social media presence for recruiting and project contracts but share projects with ARCO, risking overlap that could dilute ARCO’s engagement and marketing strategy.
Insight: Architects prioritize case studies, space utilization, and design aesthetics, while engineers emphasize building specifications and technical details.
Idea: Repurpose existing project content with a coordinated posting calendar to avoid conflict with ARCO’s schedule, using distinct talking points tailored to each brand’s focus.
Solution: Develop four unique and differentiated brand voices for ARCO National Construction, ARCO Beverage Group, GMA Design Group, and Midwest Concrete Constructors (MCC) to maintain clear market positioning without overlap.
Demonstrated Value
Since launching the MCC and GMA pages in 2023, both brands have experienced consistent quarter-over-quarter growth in followers, while ARCO National and ARCO Beverage Group have also maintained steady upward engagement trends. These results indicate that shared project content does not negatively impact performance across brands. In fact, despite having smaller audiences, the concrete, beverage, and architecture divisions achieve strong engagement rates relative to their organic impressions, reflecting the strength and connectivity of their niche communities.
