From market and customer research, to surveys and 3D perceptual maps, my marketing strategy and resulting communications are fully informed, so that money is not left on the table, nor any potential areas of competitive advantage unexploited.
Informed by industry best practices for effectiveness and profitability, I create advertising that jumps off the page/screen to build brand awareness and salience.
My Big Fat Greek Ad Campaign
Flynn's expansion into the US was outpacing awareness. I devised a video ad campaign for triple-digit % brand lift.
I have launched 38 websites over the course of my career (not counting this one!), building 23 of the first 25 from the ground up, from code to copy to creative. For the last eight I have managed the coding side of things with a programmer.
Employer Brand & Culture
Setting the stage to attract better talent, get more out of them, and keep them longer.
Recruitment
Recruitment for field roles was an urgent priority for Flynn. My team helped generate 25,000+ leads for recruitment in 2021, and supported career fairs and recruitment events.
Not everyone wants to pick up and carry a brochure when attending a community event, so I gave them a way to carry one in their phone.
Corporate Communications
I was responsible for producing and distributing employee and shareholder communications. I designed an employee website to house and distribute much of this content.
We produced 24 video messages from Doug Flynn during the pandemic, disseminating them to staff via email and Flynncrew.com
Flynn Culture Task Force
The "Flynn Way" cultural task force that I led 2017-18 was comprised of 28 people from across the company. We launched two major programs: Branch Manager Breakfasts and Site Tours.
I oversaw the production of Flynn's 70-page bi-annual employee magazine, which was translated into Spanish and French and mailed to the homes of every employee in the United States and Canada.
I instituted informal learning and development days for the marketing team at Flynn, where we shared new ideas and learning.
Social media that's more than just social
I use distinctive brand assets wherever possible. In targeting healthcare facilities and the consultants who manage them, the Flynn logo was incorporated into the message.
Humour on social media isn't just fun; it's a best practice in advertising. I received this drone footage from one of Flynn's branches, and immediately saw the potential for high-engagement content.
Where industry events coincide with general calendar events, I exploit the opportunity for higher-than-usual engagement. This is the most engaged-with post on Flynn's LinkedIn and Facebook pages.
A primary category entry point for Flynn's repair and maintenance services is weather events. In 2021, timely storm-related posts alone got 4,085 clicks.
I take advantage of the opportunity presented by general calendar events to achieve broad reach, if a natural connection to the brand can be made.
The majority of Flynn's organic social media audience is job-seekers and employees, so I geared content to communicating the company's employer brand.
Writing for effect.
I write long-form copy for advertisements, speeches, case studies, and website content.
Brian Brett is a marketing + creative director with expertise across the entire marketing process, and 19 years of hands-on and progressive experience.
"In my opinion, we have the very best marketing department in the industry. There is nothing that is static, the attitude is not 'that's the way we've always done it'; the attitude is, if something needs to be done we'll find a way to accomplish it."
— Karl Libonati, former General Manager, MasterLift
Brian has some incredible insight in creative marketing and his experience goes farther than most professionals I've seen... He is a seasoned veteran in the field and is still fresh with the latest in technology and marketing innovation. Highly recommend Brian to any professional and or agency in need.
— Ed Limon, Director & Producer, Winged Whale Media
"I would like to say WOW for your new GWS website. Now, that’s someone who understands marketing and website design. Huge huge huge first impression created with that website… I am proud of you and the way it looks. Keep the good work coming. I can’t believe that website."
— Jean-Guy Lafleur, former Business Development Manager, GemThane Wood Siding
"Brian is our secret weapon."
— Doug Flynn, President & CEO, Flynn Group of Companies
"I was most impressed by Brian's ability to earn the respect of his colleagues with an eagerness to learn and commitment to advancing the Dalton brand."
— Andrew Dalton, CEO, The Dalton Company Ltd
"It is the effort that Brian puts in and his commitment to excellence that makes such a difference for those he works with and the organizations he works for.
— Jay Murdoch, former Sales & Business Development Manager, MapFusion Corp.
