McKissack & McKissack
Earning Prime Contracts in Architecture, Engineering and Construction
McKissack & McKissack is a Top 50 national architecture and construction management firm based in Washington, D.C. Its large body of work includes Chicago O’Hare and Los Angeles international airports, Exelon office and industrial facilities, McCormick Place, Nationals Park, Guaranteed Rate Field, the National Museum of African American History and Culture and renovations to the Lincoln and Thomas Jefferson memorials on the National Mall.
The Challenge
McKissack’s transformational purpose is to enrich people’s lives through architecture, engineering and construction project management. McKissack is an independent firm in competition with AECOM, HOK and other international AEC industry players. Purpose Brand was engaged as their lead agency to establish McKissack as a unique employer, active prime contractor and skilled practitioner in civic, education, healthcare, infrastructure and other commercial real estate market segments.
The Solution
McKissack agreed to recommendations in a strategy review that included events to mark McKissack’s 30th anniversary, original content, speaking engagements for CEO Deryl McKissack, an enhanced social media presence for the firm and CEO and an updated, search-optimized online portfolio. Purpose Brand created an editorial calendar to tell McKissack’s story in key industries such as aviation, K-12 education and infrastructure, then pivoted quickly during COVID-19 to respond to the pandemic’s many issues.
Purpose Brand wrote thought leadership articles for top McKissack executives on such topics as safe operation during lockdown, positioning for recovery and an inclusive workplace, featuring project case studies and an inside look at the firm’s corporate culture. Carlyle Group Founder David Rubenstein led a virtual anniversary celebration in a webcast with Deryl McKissack. Publicity included Bisnow, Business Journal, Commercial Observer, Construction Dive, CBS Washington and PwC Strategy+Business.
Purpose Brand increased McKissack’s website visitors 50%, boosted newsletter open rate to 34% and raised LinkedIn impressions 300%. The founder was profiled on ABC stations and in Inc. magazine, with AEC thought leadership in Architect, Aviation Today, Bisnow, Commercial Observer, Construction Dive and Engineering News-Record. The firm credits Purpose Brand’s communications efforts with building its talent pipeline and helping secure new contract awards in the energy sector and at Dallas-Fort Worth International Airport.
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