KGO got its start in 2007 as a provider of project and construction management services. They recognized how the needs of their customers went beyond the buildings and into the core of their businesses, so over time they added complementary services, such as change management, relocation management, construction financial management and hybrid working strategy. Their foresight and ability to help their customers manage operational change helped them to become the largest woman-owned project management firm in the Mid-Atlantic. It was time for the commercial real estate industry to see how they got there and to broadcast their range of consulting services, delivered cohesively. That’s where Orange Element came in.

We started with our immersion process to uncover opportunities to tell a bigger story and then use those opportunities to build out a content strategy. How is the market evolving? What do your customers want to know? And what do they need to know? Where does your expertise lie? What is the personality you want to project?

In partnership with their internal marketing team, we developed a plan for content types, creating balance that would appeal to their target audiences. For example, educational posts to highlight their expertise, industry trends to show how they’ve always been ahead of the curve, and company culture posts to bring across the personality of the company. All of these build the evolving story of KGO and create a feeling of what it would be like to work with them.

With that objective in place, we developed a content strategy organized around KGO cultural, client and service-related success stories. We created a content calendar that set them up for success to post frequently and consistently

With our monthly check-ins, we share reporting from various analytics platforms — including Google Data Studio, Google Search Console and SEMRush. We identify the top-performing posts, double down on the most impactful post types and then set the cadence for the month ahead.

LinkedIn and Instagram were our primary platforms, yes.

Weekly meetings were arranged to organize content. Monthly reporting meetings analyzed best performers and set cadence for the month ahead.

KGO’s creative director, Emilie Mendoza, shared with us, “Orange Element served as a creative thought partner, helping to guide us in creating a story around what we do, what makes us unique, and how we can share that story with followers. Their ability to take complicated website analytics and turn them into actionable items has helped us update our website to capture more prospects seeking out our services via Google search.”

During our partnership with KGO, their social media following grew from zero to over 2,000 followers on LinkedIn.

Explore their social media channels: Instagram and LinkedIn.