S.T. Wooten, an award-winning, family-owned construction company, was in the finishing stretch of a multi-year, $420 million road-widening and redesign project on a busy stretch of I-40 in Raleigh, N.C. Largemouth worked with the company to execute an extensive PR program that would generate steady, positive awareness via trade and local media. The strategy helped to demonstrate positive momentum for the project while also showcasing the team’s thought leadership at each construction milestone.
Strategic PR program with S.T. Wooten drives lasting results
A roadmap for media relations
Challenge
Ideas
Largemouth worked with S.T. Wooten to implement strategic media relations activities in conjunction with each major phase of their I-40 project. The strategy helped to secure a steady drumbeat of media opportunities with target trade and local media – ranging from Q&A interviews to in-depth contributed thought leadership articles. In addition to leading the charge on messaging creation and content development for editorial deliverables, Largemouth collaborated closely with key partners like the North Carolina Department of Transportation (NCDOT) to ensure alignment and maximize narrative delivery.
Impact
Proactive media relations efforts helped generate recurring opportunities with key target trade media outlets like Asphalt Contractor, Asphalt Pro and Equipment World – along with multiple stories with local newspaper, The News & Observer. Heading into its fifth and final year of construction, Largemouth secured 20 media placements and five million media impressions for the I-40 project. Media coverage was leveraged for social media content to support internal marketing and recruitment efforts, generating hundreds of positive online engagements.
20
media placements
5 million
media impressions
