Kellogg, Brown & Root (KBR)

The Client

Kellogg, Brown & Root (KBR) partners with government and industry clients to provide purposeful, comprehensive solutions with an emphasis on efficiency and safety. With a full portfolio of services, proprietary technologies and expertise, KBR’s approximately 38,000 employees are ready to handle projects and missions throughout their entire lifecycle, from planning and design to sustainability and maintenance. Whether at the bottom of the ocean or in outer space, the company’s clients trust them to deliver the impossible on a daily basis.

The Situation

KBR was evolving from an engineering and construction company to a technology solutions provider—and that meant that its new website wasn’t just a rebrand, but a complete overhaul of its business and client industry segments. The company needed to communicate this change to their clients, prospects, partners, and employees — as well as the next generation of talented employees who would help ensure their future success. But their previous site didn’t reflect KBR’s industry leadership or effectively tell customers about the full range of the company’s capabilities and impressive project experience. 

The Challenge

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KBR’s previous website — all 500+ pages — needed to be rebuilt from the ground up. And a short six-month timeline meant that KBR and its web partner Adcetera would have to work quickly. Because the old site lacked personalization and the content structure and voice didn’t align with KBR’s existing practices, it was clear the site needed an overhaul. 

The Solution

Adcetera worked side-by-side with key KBR stakeholders and experts to research development options and gather information. The teams then created and deployed the enterprise Drupal CMS within the project’s short timeframe, and Adcetera restructured the website to make recruiting efforts more prevalent in the hopes of boosting interest in working at KBR.

The Results

One of the most advanced websites in its industry, the new KBR website allows for personalized content, messaging, and imagery to customer segments and individuals based on their interests and language. Beyond this, KBR also creates personalized outbound messaging such as email campaigns, social media posts, and text messages to individual visitors. Additional metrics include:

• The new site launched with support for four languages
• The site has seen 22,000 unique visitors, including industry investors, shareholders, customers, and employees from across the world
• More than 260,000 user sessions are logged on the new site per month, with an average of 9,000 visitors per day
• The new site has received 7,752 total form submissions since launching