Discovering an Unlikely Ally in Field Operations

10 ways a partnership with marketing can benefit superintendents

By Whitney Thrower

In the fast-paced world of construction, where hard hats meet blueprints, marketing might seem like an unlikely ally. However, forging a strong collaboration between field operations and marketing can be a gamechanger. As someone who has spent their career developing strong connections with superintendents and field operations leaders, I recognize this idea can be met with skepticism. So, stick with me, as we dig into how marketing is so much more than a support function; it’s the strategic partner your construction team never knew it needed.

Community engagement: building bridges beyond construction sites
In the dynamic landscape of construction, community engagement is not just a checkbox; it’s a commitment to being a good neighbor. Marketing becomes the conduit for forging meaningful connections with the local community. Through targeted public relations campaigns, social media advocacy, community events and educational initiatives, marketing ensures a construction project is more than just a structure — it’s an integral part of the community. By embracing local sponsorships and partnerships, your company can contribute to the community’s well-being. In the end, community engagement is a cornerstone of responsible construction; marketing is the key to making those connections genuine and lasting.

Storytelling: bringing projects to life online
In the digital age, construction projects can benefit immensely from a strong online presence. Collaborate with the marketing team to capture your work through video and photography. Work alongside them to create a digital strategy that showcases  projects through captivating storytelling, utilizing social media, blogs and multimedia content. A well-told project story not only engages stakeholders, but also positions your company as an industry leader.

Field, employee + project recognition: boosting morale through recognition
Recognition is a powerful motivator. Marketing can help design and implement programs to celebrate the achievements of your field teams, individual employees and successful projects. Whether through internal awards, industry recognition or project-specific accolades, acknowledging hard work boosts morale and contributes to a positive workplace culture.

Jobsite + safety signage: communicating beyond blueprints
From wayfinding to personal protective equipment to OSHA required postings, communication is key in the field. Engage your marketing team to design clear and visually appealing jobsite signage that not only adheres to safety regulations, but also communicates the project’s progress and achievements. A well-designed sign doesn’t just provide information; it fosters a sense of pride among your team and enhances the project’s public image.

Recruiting: crafting a magnetic employer brand
In an industry defined by skilled labor shortages, attracting top talent is paramount. Marketing can play a pivotal role in crafting a compelling employer brand, showcasing the company culture and highlighting career opportunities. Leveraging marketing expertise to create engaging recruitment materials, from eye-catching job postings to impactful social media campaigns, ensures your projects are staffed with the best in the business.

Crisis communications: navigating storms together
In the face of challenges, effective communication is crucial. Work with your marketing and communications team to develop a crisis communication plan. Whether it’s addressing project setbacks or managing public relations, a proactive approach to communication can mitigate risks and maintain the trust of clients and stakeholders. As we all know, the time to prepare for crisis isn’t during the storm.

Communications + media training: equipping your team
Equip your field leaders with the skills to effectively communicate with the media, the client and public. Marketing can provide training sessions to enhance their ability to represent the company positively, ensuring projects receive the recognition they deserve and that your team is prepared for any public interactions.

Internal communications: unifying office-field connection
Communication breakdowns between the office and the field can hinder project efficiency. Marketing can serve as the conduit, developing strategies to enhance the overall connection between the jobsite and office employees. From newsletters to digital platforms, the marketing team can ensure information flows seamlessly, keeping everyone in the loop and fostering a sense of unity among dispersed teams.

Creative swag + gifts: fostering team spirit
Boost morale and foster a sense of camaraderie by incorporating creative swag and gifts into your jobsite culture. Work with your marketing team to design unique and memorable items that not only showcase your brand, but also create a sense of belonging among your team and subcontractors.

Event planning: milestones + appreciation
Celebrate project milestones and show appreciation to clients and subcontractors through well-planned events. Marketing can take the lead in organizing memorable gatherings that strengthen relationships, build a positive company image and create lasting memories for all involved.

By leveraging marketing resources, construction superintendents and field teams can significantly enhance their projects and communication. So, next time you’re looking for new ways to tackle one of your daily challenges, do so with marketing serving as a steadfast partner.

Photo by: Emily Shively

Whitney Thrower is founder & president, Thrower Marketing Group.