LEE + RO

After creating the messaging and web copy for this water infrastructure engineering firm, we were tasked with creating a holiday email to send to their clients and prospects (fellow engineers at agencies and municipalities throughout California)—an email with no real purpose beyond keeping the firm’s name in front of their audience.

As the daughter of an engineer myself, I couldn’t see the point. Why send busy people, people you want to like you, people whose inboxes would be full of useless holiday emails yet another useless email? So in the spirit of the season, I suggested we give them something of value instead: a Mastermind Series.

These quarterly Zoom sessions would bring together engineers and other subject matter experts to brainstorm solutions to some of California’s most urgent water challenges.

Results: Short term — Within 90 minutes of that initial email, the inaugural event was booked solid, with a waiting list long enough to fill a repeat session the next day (for which all the scheduled panelists enthusiastically returned). Long term — The Mastermind Series gave LEE + RO the kind of quality face time with industry colleagues that tips the balance in winning contracts, while simultaneously positioning them as thought leaders in the space.