Charter Construction Case Study - Green Apple Strategy

Charter Construction, founded in 1978, has established a reputation as one of Nashville’s top commercial concrete contractors. The company is committed to excellence and creates a supportive culture that invests in the personal and professional growth of its team. As Charter continued to expand, its leadership saw a key opportunity to focus on developing the next generation of industry leaders.

As their marketing partner, Green Apple Strategy worked closely with Charter’s leadership to develop a robust recruitment strategy. Through these collaborative conversations, the idea for an industry-leading internship program emerged—one that would allow Charter to recruit top talent to mentor and shape future leaders within the company.

– Opportunity –

Building a Comprehensive Internship Program

Charter Construction’s growth has always been supported by hiring good people and fostering a culture where its team can thrive. However, like many companies in today’s competitive market, it faces ongoing hiring challenges. During a strategy session with Green Apple, Charter’s leadership expressed a desire to strengthen its hiring process by securing the “best of the best” from the next generation.

Green Apple saw an opportunity to level up Charter’s hiring strategy and developed a recruitment strategy that included a stronger internship program. The new vision focused on building an intentional mentorship program that would serve as a key component of Charter’s internship program. This would enable Charter to develop even stronger relationships with entry-level talent, laying the groundwork for future growth. A new approach would also help Charter retain top performers and foster a culture of internal promotion, building strong leadership and institutional expertise as the company grows.

Green Apple took the lead in structuring the program by defining the mentorship roles and determining how many interns each department would take on. Dedicated program managers for both the office interns and field interns ensured that each intern gained valuable, hands-on experience during their time at Charter. The plan featured a clear onboarding process, structured mentorship, and a tailored internship checklist. This checklist ensures that interns gain meaningful, hands-on experience while making their time at Charter both valuable and rewarding. Weekly check-ins, guided mentorship, and a final project assignment were also added to the program so that each intern finished with a solid understanding of the industry.

– Elevating Outreach –

Charter’s Strategic Recruitment Approach

Once the framework for the internship program was in place, Charter Construction needed to find creative ways to promote it and attract top students from target universities. Green Apple took the lead in developing a strategic plan to enhance Charter’s presence at career fairs, networking events, and on campus.

This strategy involved creating a range of high-impact marketing materials. From branded tablecloths and banners to custom giveaways and detailed brochures, Green Apple ensured that Charter’s brand would stand out. By showcasing the company’s unique culture and commitment to mentorship, these materials helped differentiate Charter from other companies at recruitment events and attracted attention from top-tier students.

Additionally, Green Apple helped explore innovative ideas such as a co-op program, which would offer students year-round opportunities to gain hands-on experience in the construction industry. By building partnerships with local universities, Charter is offering interns the chance to work in various areas of the company, helping them decide which aspect of the business best aligns with their long-term career goals.

– Results –

A Partnership for Future Growth

The development of the internship program demonstrates how Green Apple helped Charter think strategically, going beyond traditional marketing to provide holistic solutions that address key challenges. This deep partnership has allowed Charter to focus on what they do best—delivering high-quality construction services—while ensuring they have the tools and talent to continue building their legacy for years to come.

Charter Construction is now equipped to launch its program, attract top talent, and nurture the next generation of leaders, ensuring a strong foundation for future success. The partnership between Charter and Green Apple underscores the value of strategic collaboration and the impact that comes from working with a partner who truly understands and supports every aspect of a business.

Client Testimonial

“Courtney and the Green Apple team were a big help in elevating Charter’s internship recruitment process to the next level. They developed an Internship Program that covered details for both recruitment and the internship itself. Their support with career fair registration, booth design, branded giveaways, and email follow-ups to students was invaluable. We were able to present our company much more professionally at this last season’s career fairs, leading to greater engagement with strong candidates. We could not have done that without Green Apple leading the way for us.”

– Drew Hauser, Director of Project Management

– Creative –

What We Did

Employee Recruitment, Program/Operational Development, Messaging Strategy, Marketing Collateral, Website Strategy, Content Development

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