Grit, Gears, and Great Culture

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THE PLAN: Give every member of the Southeastern family, including leadership, employees, clients and members of the community, an identity and vision they could believe in. One that honored the past and pointed toward the future. To create a mission, vision, and values that don’t live on a plaque on a wall but in every customer and co-worker interaction.

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THE GOAL: Build on a culture that has a strong foundation of family members and employees and create an employer brand that everyone, from the founder to new-found apprentice technicians, can pull for. This meant digging out the real reason employees work for Southeastern; What both the new generation of workers, clients, and the communities in which they live need from an employer and business partner; To create a mission, vision, and values statement that made every team member feel like they are building something bigger.

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“We have a bright future ahead, and I’ll continue exploring new ways to meet our customers’ challenges with innovation and a pure service mindset.” – D. Thor Hess, President and CEO.

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THE PLAYBOOK: To build this new employer brand direction for Southeastern, we developed an internal brand anthem and print materials designed for employees, the community, and the clients. Repainted buildings and service vehicles, along with interior design elements that gave the workspaces a part in the overall mission of uniting 250 employees across four states and hundreds upon hundreds of clients. A new unifying anthem served to ground the mission, vision, and values in every element produced, every employee and customer interaction, and every piece of equipment sold.

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THE RESULTS: LaineGabriel introduced the helpful neighbor campaign, which encompassed everything Southeastern stands for. As a proud member of communities across four states, every employee and customer could easily identify the right thing to do for their neighbors, helping them succeed in their business. New posters and newly painted and decorated workspaces made employees feel like a living part of the mission, vision, and values. And they were. Southeastern Equipment Company continues to support its employees, its communities, and the businesses it serves with a simple, neighborly helping hand.