H.J. Russell: Community Building Legacies
Client Details
Name: H.J. Russell & Company
Location: Atlanta, GA
Size: 170
Ownership: Minority-owned
Services: Construction, Program Management, and Development
Client Discipline: Project and Program Management
Markets: High-Class A Office, Parking Decks, Public Assembly, Retail, Multi-family Residential, Student Housing, Institutional, Educational, Sports and Entertainment Facilities, Transportation, Utilities, Healthcare, and Government Capital Programs
Introduction
H.J. Russell & Company, founded in 1952 by Herman J. Russell, has evolved into a legendary example of American entrepreneurship, empowerment, and excellence. During the Great Depression, Russell's entrepreneurial spirit led him to establish the earliest version of the company. Over the decades, the firm diversified its activities, becoming a leader in HUD affordable housing and expanding into various sectors, including beverage distribution, television, airport concessions, and sports franchises. Today, under the leadership of Herman's children, the company continues to thrive across disciplines, embodying a legacy of vision, commitment, and adaptability.
As part of their 2023 marketing plan, H.J. Russell decided to improve and evolve their marketing strategy and brand content. This initiative started internally with a multi-page market brochure that covers all of their services, markets, and impact on sustainability and community practices in project and program management. They knew that demand in the industry would require the help of an outside expert, so they contacted FortisOBM to lead the brochure project.
Challenge 1: Marketing Brochures
H.J. Russell was looking for a team to project manage quality designed and written marketing brochures that would highlight their experience over the years in different markets.
Solution: FortisOBM delivered the brochures with accolades from team leaders on content quality and overall cohesion with existing brand content. The project is considered to help align project and company messaging across the company’s various marketing channels.
Outcome: H.J. Russell’s project team of 10+ leaders across branch locations can utilize the market brochures to build relationships with prospective and existing clients to foster brand recognition. Additionally, FortisOBM augmented and enriched the existing writing style guide to assist the internal team, and updated project descriptions for major notable projects for use in proposals and marketing materials.
Challenge 2: Ongoing Marketing and Proposal Support
H.J. Russell struggled to respond to proposal and qualification requests from public and private sector clientele in their Dallas, TX, Atlanta, GA, and Boston, MA offices. They had opportunities to bid on large and high-end projects but did not have the resources to put the proposals together.
Solution: H.J. Russell decided to invest in FortisOBM for ongoing proposal development support across offices. FortisOBM helped establish a strategy to incorporate more relevant and high-quality content about the firm in their proposal marketing material.
Outcome: FortisOBM developed strategic proposals tailored to specific project needs and pain points, positioned to win projects efficiently across a variety of markets and clientele. H.J. Russell has so far been awarded the majority of projects FortisOBM has led.
How FortisOBM Supports H.J. Russell
Marketing Strategy
Brand Development
Marketing Materials
Proposal Development
How Could FortisOBM Help You?
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Client Testimonial
“FortisOBM has been an incredibly dynamic and strategic resource for us. They've blended into our team dynamics effortlessly. Their collaborative and strategic approach to both coordinating and developing quality proposals, as well as crafting high-quality marketing materials, has proven invaluable. Their efforts have not only effectively showcased the strengths of our staff but also greatly enhanced the overall representation of our organization. Working with them has been a great experience!”
– Jerri Sumlin, Director of Business Development | H.J. Russell
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We develop plans for our clients to win and exceed expectations in doing so.
Our combined thirty years of industry experience coupled with professional accolades in the marketing and communications industry makes us confident in our ability to deliver on promises.
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