One brand.
Two workforces.
Phoenix Masonry had a portfolio most subcontractors would envy and no website to show it on. The same brand had to win national general contractors and recruit a workforce that was 80% Spanish-speaking.
The Challenge
Two Audiences, One Brand
For most subcontractors, marketing is an afterthought. Phoenix Masonry’s growth — staff up 30% between 2017 and 2019, with a portfolio including Stanley Marketplace, Wadsworth Storage, and the pedestrian bridges at Fox and Federal — had been built almost entirely through networking events, invitations to bid, and word of mouth.
That model had a ceiling. Christy Crook wanted access to larger national general contractors — buyers who research before they engage and treat a credible digital presence as table stakes. Phoenix had the project list to compete for that work and nowhere to show it.
The second ambition was harder. As Phoenix grew, recruiting became one of the most strategically important functions in the business. Roughly 80% of the company’s field employees spoke only Spanish, while the office team operated in English. A brand built for one of those audiences would fail the other.
“The biggest difference is that we’re viewed as a more professional company and one that people want to partner with.”
The Work
Built for Both Sides of the Business
The engagement opened 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. Both audiences were in scope from the first conversation, not bolted on later.
Research & positioning
- Primary research: internal interviews, competitive analysis, dual-audience strategy
- Woman-owned identity surfaced and made central to brand positioning
Client-facing brand
- Professional website built around portfolio and partner credibility
- LinkedIn presence positioned for general contractor discovery
Employer brand
- Spanish-language employer brand reflecting actual company culture
- 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 — and the larger of the two lifts came from the audience most agencies would have treated as secondary.
Total site traffic increased 489%, and contact page traffic 379% — the general contractor audience found the portfolio.
Careers page traffic increased 1,658%, the clearest signal that the bilingual employer brand reached the workforce it was built for.
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.”
“The biggest difference is that we’re viewed as a more professional company and one that people want to partner with.”
Let’s talk
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and start growing?
Tell us about your business and your goals. We’ll be honest about whether we’re the right fit, and if we are, we’ll show you exactly what’s possible.
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