Strategy & Results

O’Connor Plumbing, a third-generation, family-owned commercial plumbing company based in Frederick, MD, turned to Maroon PR during a critical time in its company’s evolution. While the company was experiencing growth, the owners also noticed a real gap in the plumbing industry’s workforce development trajectory. To combat this, they designed and built their own Training Center to help bring up the next generation of plumbers. As this initiative neared completion, they were also looking to hire additional seasoned plumbers to lead and train the next generation.

Maroon PR executed an earned, owned and paid campaign that included tactics such as the branding and opening of the Tom O’Connor Training Center, a targeted paid media recruitment campaign designed to attract qualified applicants and earned media coverage that reinforced O’Connor’s reputation for excellence in training and career growth.

Our work over 6 months attracted many applicants and brought continued awareness to O’Connor Plumbing as they established themselves as a leader in the Plumbing industry.

Earned Media: 

• Secured local TV, radio and print/digital opportunities to increase brand awareness and position leadership as industry thought leaders
• Placed an op-ed in the Baltimore Business Journal focused on the importance of careers in the trades
• Developed a successful earned media strategy for the opening and dedication of the Tom O’Connor Training Center in late April

Paid Media:

• Developed and launched an integrated paid campaign targeting skilled plumbers within a 3-hour radius, including Frederick, Southern PA, Western MD, Northern VA, and other underserved areas, which resulted in an uptick in qualified applications for several positions within the company.
• Maroon PR used our relationships to achieve added value with several media outlets to extend the monetary investment made by O’Connor.

Owned Media:

• Branded the Tom O’Connor Training Center to support its launch and establish its identity within the industry.
• Developed recruitment-driven storytelling for social and web platforms to highlight O’Connor’s culture, values, and the O’Connor Promise- including creative direction and support for a custom mural installation at the Training Center.

View media coverage samples: