Making a Name for Latina Construction Company Executive, Guiomar Obregon

THE APPROACH

HBE launched an executive visibility program that focused primarily on media relations and award nominations. A pitch strategy was developed on a variety of angles including Guiomar’s rarity as a female, Hispanic, construction company owner, and the rate at which P2K was growing. HBE began its campaign with Georgia-based Hispanic media and was successful off the bat. As coverage and subsequent recognition began to build, HBE meanwhile nominated Guiomar for top award categories including The Atlanta Business Chronicle’s Women Who Mean Business and the Georgia Hispanic Chamber of Commerce’s Most Influential Latinos in Georgia. Strategic introductions and networking opportunities were added to the mix, and soon Guiomar was known throughout the state as the go-to authority for Hispanic or minority-owned businesses. As her reputation and recognition gained steam, the national press began to pay attention. Today, Guiomar is commonly thought of as a business “celebrity” within the Hispanic market.

THE SITUATION

Eight years ago, Guiomar Obregón, the CEO of construction firm P2K  was an anomaly. Not only was a she a female executive in the male-dominated construction industry, but she was a successful Latina entrepreneur. Yet no one knew who she was. She turned to HBE to help elevate her profile in both the Hispanic community and the general business community locally and nationally.

THE RESULTS

Media coverage, which continues to this day, has been widespread and includes The Wall Street Journal, MSNBC, The Washington Post, Telemundo, Univision, Atlanta Journal-Constitution, WABE (NPR), and the Atlanta Business Chronicle (front page), among many others. Awards include Women Who Mean Business (Atlanta Business Chronicle); 50 Most Influential Latinos in Georgia Hall of Fame (Georgia Hispanic Chamber of Commerce); the Georgia Minority Small Business Person of the Year (Atlanta Business Chronicle), and dozens more. Furthermore, HBE expanded her network in Georgia with introductions to elected officials and governmental entities including the cities of Atlanta, Alpharetta, Roswell, and Doraville.

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