Translating PR Strategy Into Pipeline for a Construction Tech Firm

Client Situation

With a portfolio of over 10,000 customers, Arcoro is a premier provider of modular HR solutions for the construction industry. The software company delivers specialized solutions that address the unique hiring, management and growth challenges faced by construction and field-based companies.

To strengthen its market position, Arcoro partnered with Reputation Ink to increase brand awareness and position the company as a definitive HR technology solution for construction companies through strategic earned media initiatives.

Challenge

Arcoro faces the dual challenge of competing with enterprise software giants like BambooHR, Procore and ADP, while also persuading clients that moving away from paper-based processes — clipboards, filing cabinets and manual workflows — is worth the investment.

Although the construction industry embraces cutting-edge technology in its building practices, it remains reliant on paper-heavy processes for operations such as workforce management and compliance tracking. Institutional resistance to change runs deep, with many firms viewing the shift to digital solutions as disruptive and resource-intensive.

This challenge is compounded by the industry’s fragmented nature — each sector has its own regulations, workflows and priorities. As a result, Arcoro needed highly tailored messaging and a strategic, segmented approach to earned media, rather than a one-size-fits-all campaign.

To overcome these obstacles, Arcoro needed a PR strategy that could:

• Articulate its specialized construction expertise compared to one-size-fits-all HR solutions.
• Demonstrate tangible ROI by highlighting time savings, cost reduction and revenue-generation opportunities.
• Reach decision-makers across diverse buyer personas and construction verticals.
• Speak the language of each construction specialty while maintaining a cohesive brand voice.

Our Solution

Our team leveraged deep expertise in the architecture, engineering and construction (AEC) industry to implement a comprehensive strategy that elevated Arcoro’s visibility and reputation across key construction verticals while reinforcing its sector-specific expertise.

Our strategy unfolded across multiple fronts:

• Strategic media placement — We developed proactive PR pitches, resulting in bylined articles, podcast interviews and quoted commentary in key trade publications, positioning Arcoro’s subject-matter experts as thought leaders.
• Vertical-specific messaging — We tailored earned media content for each of Arcoro’s priority construction sectors, addressing the unique compliance requirements and operational challenges faced by specialty contractors.
• Event-based media engagement — We coordinated strategic media interactions at major industry events like World of Concrete, creating opportunities for its leaders and subject-matter experts to engage directly with trade journalists.
• Targeted press release strategy — We developed timely press releases highlighting new product features and leadership appointments. We distributed these to a targeted media list to improve the chances of exposing the news to top decision-makers.
• Executive media training — As interview opportunities arose, we provided in-depth media training to Arcoro’s subject-matter experts to build their confidence and executive presence during media interactions.

The results

Arcoro achieved year-over-year growth in organic website traffic within a year of working with Reputation Ink — a milestone its chief marketing officer attributed, in part, to our consistent PR efforts during a Board of Directors meeting.

In addition to landing press release hits in high-value media outlets, Arcoro’s experts were regularly featured as thought leaders in key trade publications:

• CFMA Building Profits: “Embracing Tech to Streamline HR”
• Construction Dive: “How to Comply With E-Verify”
• Construction Executive: “Casting Call: Recruiting the Next Class of Construction Leaders”
• Roads & Bridges: “The Long Game: Replenishing the Construction Industry’s Bench One Student at a Time”
• Modern Steel Construction: “Tracking Trade Talent”
• Roofing Contractor: “AI is Changing how to Manage Roofing Crews Safely”
• Civil + Structural Engineer: “Tech-Enabled Safety and Compliance” 
• Electrical Line: “Labour Shortage: Challenges, Considerations and Solutions to Attract Electrical Talent”
• CONTRACTOR Magazine: “How Time-Tracking Has Evolved In 25 Years”

Through strategic press coverage, thought leadership positioning and targeted engagement, Reputation Ink helped position Arcoro as a premier modular HR solutions provider for the construction industry. The successful PR engagement demonstrates how the right partner can deliver tangible results in the competitive and nuanced construction technology space.