ViaSun Corporation
ViaSun Corporation is an employee-owned, Arizona-based pavement preservation company. In my role as a marketing intern, I experienced all sides of marketing, communications and B2B business
ViaSun’s Marketing Manager, Bonnie, took me under her wing to learn about working for a two person marketing team at a mid-sized business.
Brand consistency is every changing, and highly affected by the founder and their core values. Marketing and brand management acts as a filter for the changes that happen within the company to be digestible for the public
Core values are the most important concept to communicate to customers and especially employees. Misalignment happens when core values are not being lived up to, and true cohesiveness is when management are advocates for these values.
Recognizing the importance of communicating results with data, not opinions. The biggest challenge is making that data easily understood by non-marketing professionals
Two sides of the same company, working in the office and out in the field
Understanding the difference in company culture within the office and out in the field. Over the summer, my manager and I brainstormed ways we could reach more of the workers in the field who may not use social media. Having consistent feedback by going out into the field with the Safety Manager, Jose, helped me to understand that a company has many employee personas, and that many methods of communication are needed to reach them. All communications were conducted in both Spanish and English. Additionally, we printed flyers for our older employees who didn’t have access to email or social media and verbally communicated important announcements bilingually to enhance employee buy-in.
