August 4, 2024 by Mike Manazir – (4-5 minutes)
Sarah Thompson, the new CEO of Baxter’s Bricks, knew that her internal communication strategies were proving to be effective, yet that was only half the battle. With the company’s internal morale on an upswing, it was time to revamp the way Baxter’s Bricks connected with external stakeholders.
Standing in front of her marketing and PR team, Sarah held up a sleek, modern-looking brick. “This brick represents the future of our communication strategy,” she said, her eyes sparkling with excitement. “Just as we’ve built dreams internally, it’s time to share those dreams with the world.”
The team leaned in with anticipation as Sarah laid out her vision. “We need to build our brand story brick by brick, focusing on transparency, engagement, and innovation. Our customers and partners should feel as involved and inspired as our employees do.”
To kick off this transformation, Sarah introduced a monthly virtual town hall meeting called Brick & Mortar Chats. These online sessions were open to clients, partners, and industry influencers.
Each session featured behind-the-scenes looks at the company, sneak peeks of upcoming products, and interactive Q & A segments.
At the first Brick & Mortar Chat, Sarah greeted attendees with a warm smile. “Welcome, everyone! Today, we’re not just talking about bricks; we’re talking about building a future together.” She shared stories of recent projects, showcasing the creativity of her team, and invited clients to share their experiences with Baxter’s Bricks.
During the Q&A, Mark, a contractor and longtime client, praised the new direction. “I’ve been working with Baxter’s Bricks for years, and this is the most engaged I’ve ever felt. It’s exciting to see the company so open and forward-thinking.”
Sarah beamed, knowing that this was just the beginning. “Thank you, Mark. Your feedback is invaluable. Let’s keep building these connections and making them stronger every day.”
Next, Sarah turned her attention to social media. She tasked her team with creating content that was not just promotional but also educational and entertaining. The Brick-by-Brick series featured short videos on creative uses for bricks, DIY projects, and customer testimonials. Each post ended with the tagline, “Let’s build something amazing together.”
One post showed Sarah and her team constructing a life-sized brick sculpture of a famous landmark. The video went viral, attracting thousands of new followers and sparking conversations across various platforms. Comments flooded in, with viewers expressing admiration for the company’s creativity and community spirit.
Sarah then set out to transform the company’s website, building a dynamic, interactive hub. The new site featured a blog called “The Bricklayer’s Journal,” where employees and clients could share stories, insights, and innovations. It included a live chat feature, allowing visitors to connect directly with customer service representatives in real-time.
To further enhance external communications, Sarah introduced Brick Connect, a quarterly e-newsletter for clients and partners. Each edition highlighted recent projects, upcoming events, and featured profiles of team members and clients. The newsletter also included a “Brick of the Quarter”section, where clients could nominate their favorite project or employee for special recognition.
The first edition of Brick Connect was met with rave reviews. Jane, a partner from a leading construction firm, wrote, “The new newsletter is fantastic! It’s informative, engaging, and really makes us feel like a part of the Baxter’s Bricks family.”
Sarah’s favorite addition was the Build with Us initiative, a series of collaborative workshops and webinars designed to foster innovation and collaboration. These events brought together industry experts, clients, and Baxter’s Bricks employees to brainstorm new ideas and tackle common challenges.
At one workshop, Sarah addressed the attendees. “We’re here to build! Not just structures, but relationships and ideas. Let’s collaborate and create something truly extraordinary.”
The impact of these efforts became evident over time. Client satisfaction scores began to rise, partnerships flourished, and Baxter’s Brick’s reputation as an industry leader in innovation and communication was strengthened.
One day, as Sarah walked through her office, she overheard a conversation between two team members. “Can you believe how much our external communications have improved?” exclaimed Lisa from PR. “it’s like we’re finally showing the world who we really are.”
Sarah smiled. The transformation of Baxter’s Bricks was well underway, obvious both internally and externally. With a focus on transparency, engagement, and innovation, she had successfully laid the foundation for a future where dreams were built not just within the company, but throughout the entire industry.
“The art of communication is the language of leadership.“
-James Humes
Lead from your heart. Lead to Win.
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