Ferrovial
Communication strategy, branding and positioning
The project
Ferrovial is one of the leading groups in sustainable infrastructure through its toll roads, airports and construction divisions. The internationally renowned company has more than 24,000 employees in 15 different countries, which has led it to be listed on the IBEX 35 and to exceed ¤7.5 billion in turnover by 2022.
Digitalisation and the ground that social networks have been gaining have led Ferrovial to make a firm commitment to online communication as a channel for interacting with its stakeholders in recent years.
The main objectives of the project have been:
- Growing the community on social media
- Increase interactions and engagement
- Supporting image as differentiating marks
- Supporting strategic mobility and innovation sectors
- Improving online reputation
Challenges
-
Creating a strong and broad community on social media -
Display quality and engaging content -
Differentiating content -
Positive and favourable perception of the company
The solution
To plan an Inboud Marketing strategy focused on the following actions:
- Digital communication plan. Definition of a Communication Plan based on the analysis of Ferrovial's key audiences and content consumption trends, aligned with the needs of the brand and its Corporate Communication Plan.
- Social media. Management of social networks at international level, both in Spanish and English. Through a live editorial plan, we work with the client on a daily basis to generate up-to-date content of value that increases reach and interaction rates across all channels. A new TikTok profile has now been created to bring more dynamic content to a younger audience.
- Creativity. From the beginning of the project, we have defined Ferrovial's brand imagein the digital ecosystem, adapting it to the demands of the target. The new graphic line moves away from the more classic version of the company, giving way to themes of interest to the ordinary citizen and not only to managerial, professional or more technical profiles.
- Brand activation. Dynamisation of key milestones and new launchesfor the company through visibility campaigns such as the new docuseries "The Movers", the Urban Peek contest or financial results communications.
- Digital content. Development of the company's entire content plan on social media. From the generation and research of new communications to the production of videos and visual assets to communicate key company projects.
- Online reputation. Continuous monitoring of the company's online reputation, management of comments and responses to users, detection of negative impacts and management of online reputation crises.
- Organic positioning. Monitoring of organic positioning and creation of a plan to improve visibility througha study of key words and themes, as well as active listening to the community on the platforms.
- Analytics and results. Development of a scorecard showing the different metrics and KPIS that help us to analyse the user's perception of the published content. In addition to observing in detail the fluctuations of the community of the different channels.
The result
Ferrovial has managed to transfer the success of its projects to the networks together with Izertis, increasing the number of followers and giving more visibility to the brand.
- Fb + 80000 followers
- Ig + 16.000
- Linkedin + 220,000
