Astorino Case Study - Discover.Design.Build Blog
Challenge: In an effort to promote its marquee project - the newly designed Children’s Hospital of Pittsburgh - while simultaneously engaging with current and potential clients and industry leaders, Pittsburgh-based architecture, design and construction firm Astorino tasked Peppercom with creating an interactive, thought leadership platform with a digital edge.
Strategy & Execution: As more and more consumers and industry leaders - particularly in the business-to-business space - turn to the Web for peer-to-peer feedback, tips/trends information, and as a form of two-way communication, Peppercom saw an opportunity for Astorino to utilize social media tools as a way to achieve its communications objectives. In particular, users are visiting niche communities devoted to specific topics which may include project reviews, high level opinions, and industry insight from thought leaders. Furthermore, only a very small percentage of businesses in the building and construction industry - a conservative field - are taking advantage of social media tools to advance their business agendas. To join in on the architecture conversations already taking place, Peppercom created a blog for Astorino – Discover.Design.Build – on which a select group of top executives contribute content. Posting an average of three times per week allows Astorino to frequently update its readership base on ongoing and completed projects, best practices and industry trends. Peppercom counsels the Astorino bloggers on how to create engaging content, how to start and maintain dialogue with readers, how to proactively distribute the content to external sources and how to expand the wealth of information and resources on the site.
Result: Since its launch in April 2009, Discover.Design.Build has received coverage in PRWeek, Portfolio.com and numerous industry blogs. A placement on Triple Pundit received extensive pick up on sites including USAToday.com and The Huffington Post, and a Tweet from a BusinessWeek reporter linking to the site resulted in significant traffic to the blog. In its short life, the site has received regular commentary and continues an upward trend in establishing it as a leading voice in the online architecture space.
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