PROJECT SCOPE

CLIENT: HITT Contracting Inc.

OBJECTIVE: In 2016, HITT launched a corporate campaign to effectively brand the Site Operations team, and improve the perception of careers in the field. The goal of the video, which launched internally to more than 478 Site Operations team members, was to create a sense of pride and camaraderie amongst the team, ultimately leading to a reduced attrition rate. Additionally, we sought to move young project engineers to look twice at the option of field careers, rather than automatically assuming that project management is the preferred path in building construction.

TIMELINE: 7 weeks

ROLES: Storyboarding, scripting, and coordination

CREATIVE BRIEF

To inspire an emotional response and capture the Site Operations team’s passion for building, marketing developed a new logo and slogan for the team—True Grit, True HITT. We surveyed respected Site Operations leaders to define what makes HITT superintendents unique: why should a young person choose a career path in the field, and what do they love about their jobs. Common themes emerged—passion, autonomy, respect, and a focus on action. Superintendents have deep accountability for safety and project deliverables, and are resourceful. While they don’t wear a suit and tie, or sit an office, they are the team members on site that ultimately drive construction. We sought to capture this emotional passion and deep pride through a “day in the life of” corporate messaging video. The film follows superintendents throughout a typical day, highlighting interactions and challenges, and closing with a Superintendent’s ultimate responsibility—ensuring the safety of everyone on site.

MESSAGING

Our Site Operations team members are the heart of construction, and are key to the company’s success. HITT’s skilled superintendents have grit, and are highly empowered and respected. 

RESEARCH AND PLANNING

Our field workforce is aging; data shows a declining number of qualified candidates interested in pursuing a path in the field. We developed a marketing plan to re-brand the field career path called True Grit, True HITT. Studies show that digestible video content is preferred four times more than text. Storyboarding, scripting, and coordination were executed internally and a consultant performed shooting and production.

RESULTS

We recieved incredibly positive direct feedback from our Site Operations team, voicing pride to be a part of HITT’s success. Long-term ROI will be measured by the retention rate for Site Operations, the number of project engineers that pursue the superintendent path, and the response from job fairs. The video was featured as a part of the 80th anniversary campaign via HITT’s social media channels.