Positioning an Industry Leader

The Challenge

 The Harman Group (THG) provides structural engineering, parking planning and design and construction engineering services. The firm works with architects, construction teams, developers and owners to engineer projects that get built on time and on budget.

The firm had established a national reputation for their parking planning and design services, but their impressive structural and design services were often overlooked. THG was looking for a partner to increase their visibility and awareness and position the firm as a leading structural engineering firm.

  • Within the first 12 months, The Harman Group’s business development team saw a significant increase in inquiries for their structural engineering services.
  • 35+ average media placements per year in key regional, national and trade publications
  • LinkedIn is now a primary marketing vehicle for the firm, with 20-40% increase in year over year engagement


"Serving as an extension of our firm’s marketing department, the Maven team is highly effective in sharing insight, generating ideas, preparing outreach, and executing plans. Maven established and manages our social media platforms, yielding a significant growth of our impressions, engagements, and clicks as well as followers. The team’s attention to detail and excellent follow through play a key role to our success."

Janine LaMarca Director of Business Development

 To promote THG’s structural engineering, parking planning and design, and construction engineering services, Maven developed and executed an integrated communications campaign consisting of traditional proactive media relations, thought leadership, social media, and digital blog content creation.

To create a steady drum beat of news for THG, Maven drafted press releases and media pitches whenever appropriate to announce groundbreakings, topping outs and grand openings. To ensure THG was included in project media coverage, Maven worked closely with project owners and developers to offer content and subject matter expertise. Additionally, Maven worked with THG to position their team as thought leaders on structural engineering trends and its impact on development.

At the same time, Maven used the firm’s social media platforms (LinkedIn and Twitter) to connect and engage with target audiences to highlight THG’s specialized expertise. Maven created monthly social calendars, posted content designed to showcase THG projects and conducted on-site social media training sessions to show the importance of employee involvement in social media.


Maven successfully shifted the perception of THG being a firm that only does parking planning and design, to one of the top firms in the region specializing in structural engineering, parking planning and design and construction engineering services.

Maven’s strategic approach to social media and media relations allowed us to secure coverage in many of the top regional outlets, including Philadelphia Business Journal, Philadelphia Inquirer, Curbed Philly, and Bisnow among others. Additionally, Maven developed relationships with some of the top industry trade publications where bylines articles were placed. THG’s LinkedIn platform has now become a new business lead resource for the company and opened new avenues for connectivity with employees, partners and clients.

Maven and THG continue to work together to uncover new, creative ways to tell stories. Together, we have successfully built effective campaigns using different types of media to engage our audiences.

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