Expansion
Marcom infrastructure building for the infrastructure builders
Year founded
1952
Commissioning client
SVP of Strategic Communications
Industry
Infrastructure development
Business type
Ownership model
Construction
Family-owned
No. of employees
1,200+
Capabilities
Phillips Infrastructure Holdings
Organization
Scale
Phase
2023
Year of collaboration
Strategy, Leadership
MEB category
Marketing & communications
Function
Operationalize Marcom department
Focus
Executive counsel
Organizational strategy
Cross-functional roadmapping
Executive counsel & coaching
Consensus building
Systems & process building
Brand strategy
Corporate, executive, internal communications
Campaign planning
Commissioned by SVP of Strategic Communications to work with newly-doubled Marcom team to build department infrastructure, organize team and set course for long-range campaign planning and management.
Engineered an off-site, two-day retreat for an eight-person Marcom team, four of whom were hired in the last year with net-new roles
LISTEN
Conducted 1:1s with each team member to better understand the business and organizational priorities from their POV
MAP
Mapped team members’ experience, skill and aspirations vis a vis organizational & strategic priorities
INVENTORY
Inventoried the systems and process needs for Marcom operations
OUTLINE
Outlined & led two-day retreat agenda and developed supporting materials (plus 3rd day workshop)
PROFILE
Deployed & analyzed the iSpeak psychometric assessment on communication styles
Uniform role & responsibilities descriptions
Primary responsibilities according to PIH core value, integrity
Marcom Charter contextualizing newly-established leadership competencies and aligned with core values & business priorities
Marcom org-chart cascade
Marcom strategy cascade aligned with PIH strategic plan, in three parts:
Operationalize Marcom
Organize Content & Engagement
Distinguish brands in market
2024 PIH Roadmap as part of the overall strategic plan + 2024 Marcom Roadmap
Standard operating procedures & best practices for end-to-end project management and creative traffic management:
Discover —> Produce —> Execute —> Review —> Wrap
Comprehensive, stakeholder-focused campaign strategy including outlines of stakeholder journeys and associated landing pages
PIH Media Map
Comprehensive content & engagement strategy, calendar and publishing schedule inclusive of campaigns
Production standards and lead times for common marketing content and other products
Recommendations for next-level newsletters, social media strategy, and brand + corporate communications
Recommendations on annual corporate awards
Comprehensive marketing campaign outlines
Business: Strategic drivers & priority markets
Culture: Belonging
iSpeak dashboard - team profiles, descriptions & relationships
Department glossary
Role-specific direction and creative challenges to each team member
Updated Individual Development Plan format incorporating relevant Leadership Competencies
CLARITY | ORDER | STRUCTURE | SYSTEMS
A united team aligned with business priorities and values who are well-positioned and eager to socialize a “people-first” culture & methodically pursue brand marketing campaigns across an entire fiscal year.
Found early “wins” during listening tour to create immediate improvements and solve acute pain points, ultimately building trust and buy-in for the duration of the process
Counseled client on how best to lead and direct team & manage change - from top of engagement through the longer-range implementation of 2024 Marcom strategies
Refined roles & responsibilities, created transparency and clarity re Marcom interdependencies and collaborations
Provided strategy to socialize Marcom 2.0 rules of engagement + lead- and turn-around times
Counseled team on campaign planning and management + provided direction on partnering with executives to activate campaigns & indoctrinate a long-rage “roadmap mindset”
PR team case study
Strategic planning case study
