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Building Concrete Media Results
Adonel Concrete retained Kiskinis Communications in 2004. At the time, Adonel was a young player by industry standards. It had just spent its first 10 years celebrating the success of its original concrete plant in Sweetwater and the opening of a second in Homestead. In order to better position itself for future contracts and expansion, Adonel Concrete needed to tell its story. It needed to convince potential customers that it could supply any project in the South Florida market.
Kiskinis Communications' primary goals were to highlight the company's credibility by effectively promoting Adonel's strengths and capabilities with leading residential and commercial builders.
Our agency developed a media strategy focused on introducing Adonel Concrete to key South Florida media with special emphasis on company president Luis Garcia, an inspiring representation of the American Dream. KCI delivered a clear and concise message emphasizing the company's capabilities to adapt and innovate whenever, wherever, and keep delivering quality and value.
The media relations campaign resulted in prominent news and feature stories in publications such as The Miami Herald, South Florida Business Journal, Daily Business Review, Ft. Lauderdale Sun-Sentinel, Miami Today, Smart Business magazine, Moneda, Florida Trend, El Nuevo Constructor, Proyecto, Diarios Las Americas, Doral Tribune, Real Estate Hoy, South Florida CEO, etc. Many articles included front-page profiles on the company and its president, Luis Garcia.
To support the media relations program, the agency implemented a direct mail campaign targeting Adonel's current and prospective customers focusing on the services offered. We also designed Adonel News, a company newsletter that introduced customers to team members and announced high-profile projects.
For more than 15 years Kiskinis Communications' strategic media relations program has created a strong branding position for Adonel Concrete. The agency's on-going efforts enabled our company to grow into a regionally recognized leader in the industry. Even during the most challenging times, Kiskinis Communication's professionalism and dedication allowed for our voice to be heard and our company to be in the forefront throughout the recession. Today, we are thankful that the construction industry has rebounded and we are proud to say that Kiskinis Communications is still our agency of record.
– Luis Garcia, President & CEO of Adonel Concrete
To further promote its industry standing, the agency recommended that Adonel host special real estate economic forums that would feature such highly renowned forecasters as Michael Cannon and Brad Hunter.
Today, Adonel Concrete is today considered the largest privately owned concrete company in South Florida and is listed among the top 50 Fastest-Growing Companies with revenues surpassing $40 million in 2012. In 2010, it embarked on a new venture with its expansion into Haiti to assist with the rebuilding efforts.