Client: Bernards
Industry: Commercial Construction & General Contracting
Role: Director of Marketing
Timeframe: 2022–2024
Bernards is a nationally ranked, employee-owned general contractor based in California, with a 50-year legacy in civic, education, and commercial projects. Despite a strong portfolio, the firm faced challenges in digital engagement, brand consistency, and proposal efficiency. In 2022, a strategic marketing overhaul was initiated to address these areas.
Objectives:
Enhance social media presence and engagement
Refine and unify brand storytelling across platforms
Improve proposal development processes and win rates
Establish scalable marketing infrastructure
Strategic Initiatives:
1. Refined the Brand Story
Conducted internal stakeholder interviews and project audits to uncover the company’s authentic voice and values.
Developed a refreshed brand narrative centered on “People-Driven. Purpose-Built.”
Created messaging frameworks and boilerplate content aligned with project types and client personas.
Introduced storytelling as a core marketing pillar—spotlighting team members, client success stories, and cultural milestones.
2. Rebuilt the Social Media Presence
Shifted from sporadic posts to a structured content calendar with defined pillars: People, Projects, Culture, and Community.
Increased posting cadence across LinkedIn and Instagram with engaging visual formats such as carousels, drone footage, and project spotlights.
Highlighted diversity, employee milestones, charity events, and Safety Week campaigns to boost employer branding.
Doubled LinkedIn engagement in under six months, positioning Bernards as a thought leader in civic and educational construction.
3. Transformed Proposal and Pursuit Strategy
Restructured the marketing team to include Marketing Business Partners, enabling proposal support by business unit.
Standardized templates and visual systems for brand consistency and readability.
Integrated storytelling into proposals, emphasizing outcomes, client impact, and project vision.
Piloted a narrative-first approach that contributed to wins in high-profile education and design-build projects.
4. Introduced Departmental Infrastructure
Developed job descriptions and departmental goals aligned with the broader business strategy.
Implemented a regular publishing cadence for newsletters, internal platforms, and executive thought leadership.
Launched internal campaigns like “Building a Better Experience” to promote employee-centric culture and continuous improvement.
5. Strengthened Company Culture Through Events & Recognition
Led 50th Anniversary event planning, including a charity golf tournament and commemorative microsite.
Created campaign assets and scripts for founder spotlights and executive messaging.
Collaborated with HR and Operations to launch safety initiatives and Women in Construction Week content.
Results:
LinkedIn Engagement: Doubled within six months, positioning Bernards as a civic and educational thought leader.
Proposal Win Rate: Increased by 15% through narrative-driven, visually consistent submissions.
Brand Consistency: Evolved from fragmented to unified with messaging frameworks and templates.
Internal Communication: Shifted from irregular updates to a structured publishing cadence.
Through strategic brand storytelling, a revitalized social media strategy, and optimized proposal processes, Bernards achieved measurable improvements in market visibility and operational efficiency. The establishment of a scalable marketing infrastructure has positioned the company for sustained growth and long-term success in a competitive industry.