Who.

OZINGA BROS., INC

Ozinga is a family-owned, American company that provides concrete, bulk materials, and energy solutions while offering transportation services through an extensive network of truck, rail, barge, and ship terminals.

What.

-Brand strategy
-Print design
-Web design
-Web development
-Video production
-Digital marketing

Hindered

Ozinga was growing aggressively and wanted to continue on that trajectory. This required recruiting Ozinga-quality drivers to work for the company, despite union regulations that restricted incentives and an overall hiring surge within the industry.

Born to Build

Construction workers are often underappreciated. This campaign was built on recognizing the efforts, skills, and experience of these workers by celebrating their determination and offering them an opportunity to build a lasting legacy.

BORN TO BUILD VIDEO

The video centerpiece of the Born to Build campaign communicates the respect that Ozinga has for drivers and other tradespersons.

Ozinga born to build social media

SOCIAL MEDIA ENGAGEMENT

On social media we paired the video with a letter from Ozinga’s CEO, Marty Ozinga IV, that connects the Born to Build message to Ozinga’s values and culture.

OTHER CAMPAIGN ELEMENTS

We used photography to portray working class heroes, building broader awareness and reinforcing the Born to Build message.

Ozinga born to build billboard

BILLBOARD AND LANDING PAGE

Ozinga born to build desktop page
Ozinga look book

LOOKBOOK

We also worked with Ozinga’s hiring managers and training staff to carry the Born to Build message and values throughout the hiring and training process.

THE OUTCOME

Ozinga hired 168 talented and passionate new drivers (20% more than originally anticipated) and cut their training dropout rate by 50% compared to previous year.