When traveling through the Midwest, it’s not uncommon to see one of PSC Crane & Rigging’s bright orange crane booms piercing the deep blue sky. In fact, the company’s orange and black brand colors have become an exceedingly familiar sight throughout Ohio and beyond.
PSC Crane & Rigging is a full-service crane rental, rigging, machinery-moving, and industrial maintenance provider headquartered in Piqua, Ohio, and has established itself as one of the preeminent contractors in North America during its 80+ years in business.
When PSC came to Thrive Creative in 2018, the challenge they faced was one of both messaging and modernity. They wanted to know: How do we tell the PSC story digitally in ways that are compelling, modern, and approachable?
After a number of exploratory meetings, we decided that the most logical place to start given PSC’s time and budget allotment was establishing a LinkedIn marketing campaign. We developed a content matrix and strategy built around the tenets of the PSC brand—trust, honesty, dignity, and respect—and then designed somewhere close to 100 different LinkedIn graphics meant to spread the PSC message, get new eyeballs on the brand, and drive revenue in key areas.
We also turned to PSC’s past print advertising efforts in order to find opportunities and areas of improvement. By establishing which PSC services were being earmarked for growth based on their strategic plan, we were able to develop messaging and campaigns that bolstered both the brand and strategic growth efforts.