Challenge: We began working with Ozinga Bros., a fourth-generation family-owned business specializing in concrete, construction materials, and more to the Chicagoland area in May 2015 to coincide the launch of the company’s “Born to Build” advertising campaign. Created by Cultivate Studios, the ad campaign celebrates the American construction worker and what makes them unique and indispensable. Working with Motion PR, Ozinga looked to boost the profile of the campaign, highlighting how unique it is for a construction company to create both print and broadcast advertisements as well as a mobile game designed to introduce children to the construction world.
Approach: Armed with creative and spokespersons from both Ozinga Bros. and Cultivate Studios, our team aggressively began its outreach. Targeting a variety of reporters at major national and trade outlets, we looked to secure placements that not only contained soundbites from our spokespersons, but also weaved the advertisements and mobile platform in to the piece to truly reflect the innovative work being done by Ozinga Bros.
Outcome: Media quickly took to the news on the Ozinga Bros.’ “Born to Build” campaign, highlighting it in a number of noteworthy placements. Top-tier coverage included AdAge, Construction Equipment Guide, Construction Citizen, Concrete Construction, among others. Additionally, MPR introduced Ozinga Bros. to several influential organizations within the construction world including the Associated Builders and Contractors and Concrete Foundations Association, allowing them to discuss membership opportunities and more.