Case Study
Hanson Pipe & Precast
Facility Grand Opening Events
Hanson Pipe & Precast, a division of Hanson Building Products North America, is the largest manufacturer of concrete pipe and precast products, including residential and commercial building components, as well as the premier producer of steel and pressurized pipe in North America. Hanson sought The Powell Group’s marketing and public relations expertise to create grand opening events for new manufacturing facilities in markets across the country. The events provided Hanson an opportunity to create brand awareness in each market, to position the company as a leader in technology and product innovation and to educate current and potential customers on its concrete products and the benefits of working with Hanson. In addition to building customer and employee relationships, each facility grand opening needed to deliver the attendance of key local political figures.
To break through the clutter, The Powell Group concepted and executed innovative and unique grand opening events that were revolutionary in the building products industry. Customers were engaged through locally relevant events including entertainment ranging from 1960’s legends, Herman’s Hermits in Houston, to a Midway Under the Stars in Longview and a luncheon in Columbus with speaker Jim Tressel, the Ohio State University Head Football Coach and National Coach of the Year. The events engaged customers, employees and industry influencers by generating awareness with a WOW factor from the Southwest to the Midwest. The Powell Group also recommended that Hanson Building Products North America align itself with The Children’s Miracle Network. This nationally respected, locally beloved organization was designated as the official grand opening event beneficiary nationwide. As a result, Hanson benefited from the efficiencies and increased impact of selecting a nationwide community relations platform, while also building employee and community buzz for locally driven, locally supported programs.
Each event introduced the community and its key influencers to one of North America’s largest manufacturer of concrete pipe and precast concrete products and gave them a first hand look at the company that builds sustainable communities. Success was accomplished by creating events that were unique and locally relevant to each community and appealed to media and customers. Media was encouraged to participate in a sneak peak tour into the facilities, which resulted in regional, local and online coverage in influential business outlets. Hanson received positive feedback from community influencers and secured meetings with key political influencers. Bottom line, as a result of relationships forged at the grand openings, Hanson saw a measurable increase in sales calls.
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