Strategy:
Working with Red Marble to position the company as the leaders of AI in construction, Struber implemented its tried and tested Golden 10 stakeholder mapping to identify the key players in the industry and request their insights into this innovative technology.
After developing a stakeholder profile, Struber developed a comprehensive and targeted stakeholder map and coordinated meetings with key leaders to learn more about the potential gaps in the industry.
Struber helped Red Marble make new connections across the construction industry
Tactics:
Our approach to positioning included:
- Stakeholder and influence mapping of a very targeted audience
- Developing strategic and targeted phone, email and interview scripts and tailored questions
- Liaising with stakeholders via phone, email and LinkedIn
- Facilitating meetings with stakeholders
- Summarising interviews and providing recommendations for next steps
Refined map of 127 stakeholders down to a Golden 11
Results:
The stakeholder mapping and interviews were undertaken between November 2020 and February 2021 and included:
- Collating a stakeholder map of 127 stakeholders (targeting tier 2 contractors including Commercial Managers, Chief Financial Officers, Executive/General Managers and Chief Commercial Officers/Directors of Commercial)
- Refining the map to a targeted Golden 11 stakeholders (based on Red Marble’s key characteristics and brief, and ensuring these stakeholders checked each criteria)
- Conducting 4 stakeholder meetings (met with key influencers in the industry to provide insights into their contractual claims and commercial processes and thoughts on Red Marble’s product)
