Client

‍

Conor Grogan

Audience:

• Infrastructure procurement decision-makers
• Engineers and construction professionals
• Industry peers and future talent

Use case:

• Increase visibility and authority
• Build trust with procurement leaders
• Strengthen Rorcon’s reputation
• Generate inbound opportunities and industry recognition

‍

‍

The Problem

‍

Construction and tunnelling are not industries naturally designed for social media.

Most content in the space is:

• Dry
• Technical
• Corporate
• Forgettable

And that creates a huge opportunity for founders willing to communicate differently.

When Conor came to Kurogo:

• He had just 1,419 followers
• Generated 24,200 views across the prior 90 days
• Had inconsistent content
• Little positioning as a visible industry leader

But offline, the credibility already existed.

Rorcon was:

• A family-owned infrastructure business with 25 years in the industry
• Working on major projects including HS2, Thames Tideway and Silvertown
• Known internally for strong health & safety standards and operational excellence

The challenge was visibility rather than capability.

‍

‍

Why Conor Came to Kurogo

‍

Conor’s objectives were clear:

Short-term

• Increase visibility and profile awareness
• Grow engagement from procurement leaders and industry peers
• Build a stronger LinkedIn presence

‍

Medium-term

• Become “front of mind” when tunnelling and infrastructure conversations happened
• Generate collaboration and media opportunities
• Strengthen industry reputation

‍

Long-term

• Position Conor as one of the leading voices in UK infrastructure
• Open doors to opportunities earlier in procurement pipelines
• Help Rorcon compete with much larger firms despite being family-owned

‍

‍

Our Diagnosis

‍

We knew that expertise alone does not create engaging content.

If we only posted technical tunnelling updates:

• Reach would plateau
• Engagement would stagnate
• Audience growth would slow

So we needed a strategy that balanced:

• Technical credibility
• Human storytelling
• Founder-led authority

The industry itself actually gave us the answer.

In the positioning research, we identified that the best creators in the space stood out not because they were “more technical”, but because they made technical industries feel human, clear, relatable and relevant

That became the foundation of the strategy.

‍

‍

Our Strategy

‍

Step 1: Positioning Before Posting

We positioned Conor as a trusted operator, not a corporate spokesperson.

Someone:

• On the ground
• In the projects
• Solving real problems
• Leading from experience

We want him to be seen as the modern infrastructure leader, known for:

• Innovation
• Sustainability
• Health & safety
• Practical leadership
• Transparency

But we also wanted to reflect his true personality as a people-first founder.

This was key, because, quite frankly, most construction brands feel faceless.

So instead of hiding the human side, we leaned into it by sharing the family-business story, the team culture and the values of the company.

In industries where everyone sounds the same, personality becomes differentiation.

‍

The Big Strategic Shift

Most infrastructure content online looks like:

• Corporate announcements
• Tender wins
• Project updates
• Technical jargon

We intentionally widened the emotional range of the content.

Yes, we still covered:

• Infrastructure
• Tunnelling
• Procurement
• Safety
• Sustainability

But we supplemented it with:

• Founder story
• Family business narrative
• Team stories
• Leadership lessons
• Culture
• Day-in-the-life content

This made the brand more memorable relatable and trustworthy, while still maintaining technical authority.

‍

‍

Step 2: Audience Strategy

We built the content around two key audiences.

‍

Procurement & Infrastructure Decision-Makers

Their biggest concerns:

• Choosing unreliable contractors
• Project delays
• Cost overruns
• Lack of transparency
• Generic contractors who all sound the same

So our content for this audience focused heavily on:

• Trust
• Reliability
• Safety
• Operational clarity
• Risk reduction

‍

Industry Talent & Peers

This audience cared about:

• Career growth
• Innovation
• Industry culture
• Networking
• Modernisation of construction

So we showed:

• Real people
• Real stories
• Team culture
• Mentorship
• Learning
• Behind-the-scenes experiences

‍

‍

Step 3: Content Pillars

We built the strategy around three core content categories.

‍

Industry Coverage & Expertise

This content established authority. Topics included:

• Infrastructure trends
• Procurement misconceptions
• Tunnelling education
• Sustainability
• Future technology in construction
• Breaking down complex concepts simply

One key principle: Make the ordinary feel extraordinary.

We translated “boring” infrastructure topics into:

• Practical insights
• Strong opinions
• Easy-to-understand breakdowns
• Relevant industry commentary

‍

Project Coverage

This gave visible proof. We documented:

• Active projects
• Challenges and lessons
• Wins and setbacks
• Site experiences
• Operational processes

This became social proof that couldn’t be faked.

‍

Rorcon, Culture & Founder Story

This was the differentiator. We leaned heavily into:

• The family business legacy
• Conor’s leadership style
• Employee stories
• Day-in-the-life content
• Team spotlights
• Company culture

Because while technical expertise earns respect, human connection earns attention.

‍

‍

The Results

‍

Before Kurogo

• 1,419 followers
• 24,200 views across 90 days
• Low visibility
• Inconsistent positioning

After Kurogo

‍

Audience Growth

• Grew to 4,371 followers in 8 months
• Added over 3,000 new followers

‍

Visibility Growth

• Generated 668,510 impressions
• Increase of 626,717 impressions

‍

Engagement Growth

• Generated 9,506 engagements
• Engagement rate increased to 1.55%

‍

Content Consistency

• Published 86 posts
• Established a highly consistent posting cadence
• Educational content became the highest-performing category overall, averaging over 15,000 impressions per post.

‍

Commercial & Brand Impact

The content on Conor’s profile helped:

• Increase industry recognition
• Strengthen Rorcon’s reputation
• Build trust with decision-makers
• Create stronger awareness before procurement conversations happened

And importantly, it positioned a family-owned infrastructure company as modern, innovative, and highly credible alongside much larger competitors.

‍