Baldwin & Shell Looks Outside Arkansas for Growth

by Mark Friedman  on Monday, Apr. 28, 2014 12:00 am  

Scott Copas (left), the new president and CEO of Baldwin & Shell, has unveiled a strategic plan for the company. Bob Shell (inset), the chairman of Baldwin & Shell of Little Rock, said that for the first time in the company’s history it is “tippy-toeing” into markets outside of Arkansas.  (Copas photo by Mark Friedman | Shell photo by Michael Pirnique)

Baldwin & Shell’s construction services division also will be expected to generate revenue, he said. That area handles a lot of finish-out projects for retailers, restaurants and other businesses.

New Marketing

Baldwin & Shell spent 2013 on a strategic plan for the company.

“It included a lot of things,” Copas said. “How do we keep and solicit the best employees? How do we redesign our marketing strategies for new clients and existing clients?”

In 2014, the company also unveiled a new logo and jumped on social media with accounts on Facebook and Twitter and videos on YouTube.

“Building better office environments,” says one of the company’s new ads, and under the company’s name: “Building Relationships.”

“Our ads are simple, fresh and to the point,” Copas said.

The ad campaign was created by Group Five West Inc. of Little Rock, a full service marketing and advertising firm.

He said the marketing push is designed to keep Baldwin & Shell’s name before the public, so when a company is looking for a contractor, “our name is always being considered,” Copas said. “If we can get a chance to get to the table, we’re normally quite successful.”

Road to CEO

Copas joined the company in July 1977 as an estimator, calculating the price of projects before a bid is submitted. Within a few years, he was promoted to senior project manager.

In 1983, he became a vice president and a principal in charge of projects. That was the same year that Shell, who had been with the company since 1950, became the company’s president.

 

 

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