Building Internal Comms Campaigns That Work: Lessons from Lexicon's Strong as Steel Initiative

In this session, Bill Fitzgerald, VP of Marketing & Communications at Lexicon, joined Tobi Anderson, Head of Customer Experience at Speakap, to share the inside story of their "Strongest Steel" mental health campaign.

Key takeaways:

• How to tackle sensitive topics in tough industries. Construction workers face suicide rates 4x higher than the general population. Learn how Lexicon broke through a "rough and macho" culture where workers don't typically talk about feelings.
• The framework that drove real engagement. Discover the four-step approach Lexicon used to plan, launch, and sustain their campaign - from identifying the business problem to building long-term cultural change.
• Leadership authenticity that gives permission. See actual examples of how CEO vulnerability opened the door for thousands of frontline workers to have honest conversations about mental health.
• Multi-channel strategies that reach dispersed teams. With 3,400 employees across 13 states, Lexicon needed more than just an app. Learn their omnipresence strategy combining digital platforms, physical touchpoints, and existing safety communications.
• Measuring what actually matters. Beyond engagement metrics - how to track cultural transformation when the real success shows up in conversations, not dashboards.
• Year-over-year improvements. Bill shares what worked, what didn't, and what they're changing for year three based on real learnings from the field.

Why this matters for your organization

Whether you're tackling mental health, safety, engagement, or any other cultural challenge, the principles from this session apply:

• For construction & manufacturing: Direct, battle-tested strategies from your industry
• For retail & hospitality: Reaching dispersed frontline teams with sensitive topics
• For healthcare: Building trust and psychological safety in high-stress environments
• For any industry: Creating campaigns that drive genuine conversation, not just awareness

Guest speaker

Bill Fitzgerald, VP of Marketing & Communications, Lexicon

Bill joined Lexicon five years ago when the company had no official communication function. Since then, he's built an award-winning internal communications program and pioneered mental health conversations in the construction industry. Before Lexicon, Bill spent years in advertising agencies working with tourism and other accounts.

Fun fact: When Bill started, CEO Patrick Schick simply said "We need an app" to improve field communication. That sparked the journey to LexCOMM (Speakap), which now reaches 60-70% of their 3,400-person workforce and serves as the foundation for mission-critical campaigns.

Hosted by

Tobi Anderson,  Head of Customer Experience, Speakap

Toby leads customer success at Speakap, helping organizations launch and optimize employee experience platforms for frontline workers. He specializes in guiding companies through the challenges of reaching dispersed workforces and building engagement in industries where traditional communication methods fall short.

Interested in how Speakap can support your campaigns?

Lexicon uses Speakap (branded as LexCOMM) to reach their 3,400 dispersed employees with critical campaigns, safety communications, and culture-building initiatives. Learn how we help organizations connect with frontline workers who don't sit at desks.

Explore Speakap | Get in touch with us

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This webinar was recorded live. All examples, statistics, and campaign materials shared with permission from Lexicon.

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