Construction company’s white paper promotes wellness

DPR, the nationwide general contractor and construction management company, already has a reputation for building sustainable structures. Now DPR wanted to use its strength in sustainability to help turn the tide of rising health care costs based on work-related stress. The strategy the team executed—which includes an innovative white paper as a key part of a full suite of content assets—has earned first place in the “White Paper” category of PR Daily’s Content Marketing Awards.

Using knowledge of the WELL Building Standard, DPR wanted to build greater awareness of its ability to create healthy workspaces that deliver meaningful results to customers across its core market sectors, notably in the commercial office and health care markets. The team’s goals for its efforts included at least one high-profile earned media placement timed to the Greenbuild 2018 conference.

The team lacked the resources to perform full-scale market research, but it latched onto another study that gave DPR access to findings from more than 100 large organizations on the pressures they face when it comes to wellness.

The research led to the development of earned media, speaking placements, shared media (such as the “broadcast” of several content pieces for its employees to share on LinkedIn via Elevate) and owned media, spurred by the white paper detailing how DPR built and designed its Reston, Virginia office. This field guide, intended for others to use to replicate its results, was posted across DPR’s online properties.

The effort delivered on each of the team’s goals, including reaching 61,000 people with the Elevate broadcast of the white paper.

Congratulations to DPR Construction.