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In Detail
One of the country's busiest builders, Southbase Construction spent the past year putting up hospital wards, school blocks and an international airport terminal — and almost none of it was making the news. Payper was brought in to change that.
Construction is a sector where reputation travels by word of mouth and by the last job you finished. The work is highly visible. The companies behind it usually aren't. Southbase had a pipeline worth talking about and no habit of talking about it.
Rather than chase one big announcement, we treated the pipeline itself as the story. Each project became its own push, timed to a real milestone and taken to the newsrooms that would care about it — business press for the contract wins, regional papers for the towns doing the building.
The result was presence rather than a spike. Over the year Southbase moved from occasional mention to a name that turns up whenever the industry is written about, quoted on its own projects rather than described from the outside.
Thirty stories, an estimated 3.87 million people reached, and not one negative piece — for a year of work that cost well under a cent per person reached.
