A Brand for Contractors and Crew

Phoenix Masonry had a portfolio most subcontractors would envy but no website to show it on. Plus, the same brand had to win national general contractors and recruit a workforce that was 80% Spanish-speaking. Ignition Canvas was up for the challenge.

Phoenix Masonry Brand Web Research Content

1,658% Lift in careers page traffic OVER 17 MONTHS

489% Increase in total site traffic OVER 17 MONTHS

379% Increase in contact page traffic OVER 17 MONTHS

2 Audiences served by one brand ENGLISH AND SPANISH

The Challenge

Reaching Two Audiences with One Brand

For most subcontractors, marketing is an afterthought. But between 2017 and 2019, Phoenix Masonry’s staff increased by 30% and its portfolio grew significantly, driven almost entirely by networking events, invitations to bid, and word of mouth.

But that model had a ceiling. Christy Crook, President of Phoenix Masonry, wanted access to larger national general contractors, buyers who research before they engage and treat a credible digital presence as table stakes. Phoenix Masonry had the project list to compete for that work but nowhere to showcase it.

Additionally, as Phoenix Masonry grew, recruiting became a strategically important function in the business. Roughly 80% of the company’s field employees only spoke Spanish while the office team operated in English. A brand built for one of those audiences wouldn’t reach the other.

About

A Specialty, Woman-Owned Masonry Contractor

Founded in 2010 in Thornton, Colorado, Phoenix Masonry is one of few woman-owned masonry contractors in the United States. Their team of roughly 40 people specializes in commercial masonry—apartments, repairs, renovations, and additions—with a portfolio including Stanley Marketplace and the pedestrian bridges at Fox and Federal.

Engagement at a glance

Industry: Commercial Masonry
Contact: Christy Crook, President

The Solution

Built for Both Sides of the Business

The engagement began with structured research: internal interviews to surface what leadership believed made the company different and competitive analysis to identify what other masonry subcontractors were and weren’t claiming. This research showed that Phoenix Masonry’s woman-owned identity was central to the brand positioning.

Next, a professional website was built around the company’s portfolio and partner credibility, paired with a LinkedIn presence positioned for general contractor discovery. A Spanish-language employer brand was also developed to reflect the company’s actual culture, supported by a bilingual careers page and recruitment-focused content.

The Results

Both Audiences Answered

Over roughly 17 months, the new infrastructure produced measurable movement on both fronts. Total site traffic increased 489%, and contact page traffic increased by 379%. In other words, the general contractor audience found the portfolio.

Careers page traffic increased 1,658%, indicating that the bilingual employer brand reached the workforce it was built for. Plus, retention of higher-quality employees improved, supported by employer branding that resonated with the field team.

“Client acquisition and talent acquisition share a brand but require fundamentally different messaging. Most agencies treat them as separate engagements.”

— Mike Black, CEO and Founder, Ignition Canvas

“The biggest difference is that we’re viewed as a more professional company and one that people want to partner with.”

— Christy Crook, President, Phoenix Masonry

Let’s talk

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and start growing?

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