Built an online voice for a multi-generational family business navigating a CEO transition. Developed strategy, content, media prep, and internal team training.
GROEBNER is a multi-generational family business in the natural gas industry. When I joined as my first client at Bastion, they were navigating a CEO transition with little to no online presence. The challenge was figuring out what they wanted to say publicly for the first time and translating decades of industry expertise into something that worked on social.
I built the brand strategy from scratch and created systems that let it live beyond the agency relationship.
Goals
Build a brand voice during a leadership transition
Make technical content accessible
Celebrate distribution partner relationships
Train internal teams on social
Build systems the team could run independently
Each pillar served a specific purpose: build trust, celebrate community, educate, and establish a point of view.
Partner Stories
Dedicated posts honoring the distribution partners at the core of the business.
Natural Gas Education
Video content with graphics and animations that made technical topics accessible and shareable.
Team and Culture
Faces behind the brand, told through interviews with the people who make up the business.
Thought Leadership
Industry perspective and values, told through the voices of GROEBNER's leadership.
The 11.3% engagement rate and 31.7% follower growth reflect how well the content resonated with their industry audience, built entirely through organic strategy. The approach also became the basis for agency-wide training on building strategy from scratch.
