WSP

Client Challenge / Project Overview

WSP, a major player in its sector, identified an opportunity to better align its digital presence with its operational success. The team recognized that their primary communication channel, LinkedIn, held potential for a more structured, strategic approach. They sought to refine audience segments, define clear content "buckets," and establish a consistent schedule to strengthen their brand message.

Additionally, WSP saw value in standardizing internal processes for posting job vacancies to ensure a seamless and cohesive candidate experience. Two critical catalysts accelerated these initiatives: a rapidly approaching significant corporate anniversary (45th milestone) which required branded celebratory assets, and a strategic business decision to expand operations into the North American market, creating the need for a dedicated website.

WSP partnered with Blue People to bring structure to their social strategy, execute the anniversary campaign, and build the digital bridge for their new US market entry.

Solution Implemented

Blue People engaged as a full-service digital strategy partner to support this evolution through a multi-phase transformation:

Phase 1: Strategic Alignment & LinkedIn Optimization

We enhanced WSP’s digital communication by implementing a proactive, data-driven strategy.

• Content Strategy: We defined clear audience segments and content pillars (buckets) to ensure every post served a specific business goal.

• Standardization: We created standardized templates and guidelines for job postings, ensuring a professional and uniform look for all recruitment efforts.

• Anniversary Campaign: We developed the creative direction and branded assets to celebrate their corporate milestone, leveraging the moment to boost engagement and brand pride.

Phase 2: North American Web Expansion

To support their entry into the US market, we designed and developed a new website from scratch using WordPress.

• Market Adaptation: We adapted their existing branding to create a site specifically tailored to the North American audience, focusing on a value proposition that resonated with that specific market.

• Information Architecture: We restructured the site navigation and section designs to ensure clarity and ease of use for new international clients.

Phase 3: Global Brand Unification

Currently, we are collaborating to replicate the premium visual identity and structure of the new English (US) site onto their existing Spanish (Mexico) platform, ensuring a seamless, unified brand experience across all operating regions.

Key Features

• Strategic LinkedIn Roadmap: A defined ecosystem of content buckets, audience targeting, and calendarized publishing.

• Recruitment Standardization System: Uniform templates and visual guidelines for all job opening communications.

• North American Market Website: A custom WordPress site built specifically to support US expansion.

• Anniversary Brand Campaign: A suite of creative assets designed to commemorate the company's milestone year.

• Bilingual Visual Identity Alignment: Ongoing synchronization of design elements between English and Spanish web properties.

Key Results and Benefits

• Strategic Digital Presence: WSP adopted a disciplined, high-engagement communication strategy that actively supports business objectives.

• Successful Market Entry: The new website successfully established WSP’s digital legitimacy and presence in the competitive North American market.

• Unified Global Brand: The ongoing alignment ensures that whether a client visits from Mexico or the US, they experience the same high standard of brand professionalism.

• Enhanced Employer Branding: Standardized job posts improved the clarity and professionalism of recruitment, positively impacting the candidate experience.

Conclusion

The WSP project highlights how digital strategy evolves alongside business growth. What began as an initiative to organize a LinkedIn channel grew into a comprehensive partnership supporting international market expansion. By aligning social media strategy, celebrating corporate milestones, and deploying region-specific web infrastructure, Blue People continues to support WSP in maintaining a digital identity that is as robust and professional as their engineering services.