Building an online voice for a multi-generational family business navigating a CEO transition. Strategy, content, media prep, and internal team training across LinkedIn, Twitter/X, and Facebook.
GROEBNER is a multi-generational family business in the natural gas industry. When I joined the account as my first client at Bastion Agency, they were navigating a CEO transition and had little to no established online presence. The challenge wasn't just content. It was figuring out what they stood for, how they wanted to show up, and how to translate decades of industry expertise into something that worked on social media.
I developed the brand strategy from scratch, created their content approach, trained their internal teams, and built systems that let the strategy live beyond the agency relationship.
Goals
Build an online presence and brand voice during a leadership transition
Make highly technical natural gas content accessible and engaging
Celebrate distribution partner relationships through social content
Train internal sales and marketing teams on social engagement
Create systems and resources the team could use independently
Developed the brand voice and content strategy during a CEO transition, giving the company a consistent, confident presence online at a moment when internal clarity was still forming.
Created a content series celebrating GROEBNER's distribution partners, honoring long-standing business relationships and strengthening community within their industry network.
Produced original video content with graphics and animations to make technical natural gas topics interesting and accessible to a broader audience.
Developed interview questionnaires and documentation to train the sales and marketing teams on social engagement and content production, empowering the team to engage and create content confidently on their own.
Created interview questions for internal team members to support PR and social media efforts, giving the brand authentic voices beyond executive leadership.
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With a technically complex product and no prior social presence, the content strategy needed to do more than fill a feed. Each pillar served a specific purpose: build trust, celebrate community, and educate.
Partner Stories
Celebrated long-standing distribution partners with dedicated posts, honoring the relationships at the core of the business and building goodwill across their industry network.
Natural Gas Education
Original video content with graphics and animations made technical topics accessible and shareable, turning industry knowledge into engaging social content.
Team and Culture
Interview-based content featuring internal team members gave the brand authentic human voices and helped communicate the values of a family business through the people behind it.
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One of the more distinctive parts of this engagement was developing resources for the GROEBNER team to use independently. I worked with the marketing director to create documentation, interview guides, and training materials for the sales and marketing teams, strengthening their social presence from the inside out.
The work on this account also led to an internal recognition at Bastion. I was tapped to train other agency team members on the process of building strategy from scratch for difficult clients, based on the approach I developed here.
GROEBNER was considered a hard-to-tackle client internally. The work here became the basis for an internal agency training on how to develop social strategy from the ground up, a process I led for other Bastion team members.
In under a year, GROEBNER went from minimal online presence to a consistent, strategically-driven social brand with an engaged audience. The 11.3% engagement rate and 31.7% follower growth reflect how well the content resonated with their industry audience.
Engagement
280% increase in engagement and an 11.3% engagement rate, driven by content that spoke directly to their audience's values and relationships.
Audience Growth
31.7% follower growth across platforms, building an audience from a near-zero baseline through consistent, relevant content.
Internal Impact
Strategy and training materials empowered the internal team, and the approach became the basis for agency-wide training on building strategy from scratch.