Case: Coco Paving

The Coco Group of Companies, a leader in the paving industry, acquired 33 asphalt and concrete plants from Lafarge Canada Inc.

Objectives:

- Create awareness for Coco Paving and its growth in the paving industry

- Raise the profile of Jenny Coco, President

- Communicate a positive growth message to employees

Strategies:

- Focus on high-profile one-on-one media opportunities for Jenny Coco

- Develop employee engagement materials

Activities:

- Issued media release and conducted media outreach to national business media and trades

- Counsel related to internal communications

Results:

- Corner Office feature in the Globe & Mail with Jenny Coco, as well as BNN  interview with Amanda Lang and Kevin O’Leary

- Strong coverage with the trade publications

- Successful outreach to employees