From One Man's Email to Facilities Management Digital Marketing Domination
When Eric Crabb emailed Adam Robinson on June 1, 2020 — his first day as GM of JOBS-AMST —
he set in motion a 5.5-year partnership that would scale a single facilities maintenance company into
a national platform of brands, powered entirely by content marketing, SEO, and relentless creative execution.
2,350
Organic Keywords Ranking
427%
Traffic Growth
$11K
Monthly Traffic Value
5.5
Year Partnership
The Origin Story
Where It All Began
The JOBS Group story doesn't start with JOBS. It starts at QSI Facilities, where Eric Crabb served as CEO
and Adam Robinson handled marketing. That relationship — built on trust, results, and a shared
belief that FM companies deserve better marketing — would become the foundation for
everything that followed.
When Eric landed at JOBS-AMST as General Manager on June 1, 2020, his first order of business was clear:
bring Adam back. That single email, sent from ecrabb@jobs-amst.com on Day 1, launched what would become the
longest and most complex client engagement in TRA's history.
Adam initially took on JOBS-AMST as a side consulting client. When The Robinson Agency formally launched
in early 2021, JOBS-AMST became a Day 1 client — making the relationship between Eric and Adam one
that predates TRA itself.
“Alright man, I am on the job and ready to get you plugged in, let me know when you have some time to chat.”
Eric Crabb, GM of JOBS-AMST — June 1, 2020 (his first day on the job)
The Client
From JOBS-AMST to Valcourt Group: An Acquisition Engine
JOBS-AMST started as a single facilities maintenance operation. But Eric Crabb wasn't building a company —
he was building an empire. Through aggressive acquisition, Eric grew JOBS-AMST into The JOBS Group, bringing
companies like Sightline Services and A1 Orange under one umbrella. As the portfolio expanded, the need for
a parent brand became clear: The Valcourt Group was born in February 2022, backed by Littlejohn & Co. private equity,
as the national platform unifying all FM brands.
TRA didn’t just support the growth — TRA operated as the organization’s centralized marketing department. Every acquisition got onboarded into the content system. Every new brand got SEO infrastructure, social presence, and sales collateral. Every domain got managed under one coordinated strategy. In an industry that barely knew what digital marketing was, TRA built the marketing operating system that let the Valcourt Group scale without building a large internal team.
2,350
Across all domains combined
Organic Keywords (SemRush)
$11K
Equivalent PPC spend saved
Monthly Traffic Cost Value
10.6K
Last 30 days (GA4)
Monthly Sessions
9K
Last 30 days (GA4)
New Users
SEO & Search Dominance
2,350 Organic Keywords Across Three Active Domains
TRA built keyword strategies across valcourt.group, jobs-amst.com, and a1orange.com —
turning blank-slate domains into dominant FM voices in Google Search. Weekly SemRush position tracking,
Google Search Console monitoring, and Looker Studio automated dashboards provided constant visibility.
SEO Infrastructure:
Looker Studio dashboard (view live dashboard) built May 2021 ·
GA/GSC takeover from GoFish Digital completed June 2021 via Phil Riesel (CIO) ·
Weekly SemRush position tracking reports across all domains ·
WordPress on WP Engine site management
What TRA Built
Marketing Responsibilities: Full-Service FM Digital
By May 2021, TRA's scope had expanded far beyond a single website. A formal “Marketing Responsibilities
Breakout” documented in email on May 27, 2021 outlined TRA's full ownership across the JOBS Group ecosystem.
Before TRA (Pre-2020)
Organic keywords0 ranking
Monthly traffic value$0
Content marketingZero blog posts
Brand architectureNonexistent
Marketing automationNone
Analytics / DashboardsNone
PR / Thought leadershipNone
Creative assetsMinimal
What TRA Built (2020–2025)
Organic keywords1,644 ranking (SemRush)
Monthly traffic value$9,928/mo
Content marketing50+ blog posts
Brand architectureMulti-brand system
Marketing automationHubSpot CRM
Analytics / DashboardsLooker Studio + GA4
PR / Thought leadershipPRWeb + CEO positioning
Creative assetsVideos, sell sheets, tools
Content Marketing
The Blog Posts That Drive 900+ Keywords on jobs-amst.com Alone
TRA built a content machine powered by expert writers, a Monday.com production pipeline, and a cross-posting
strategy that distributed each article across multiple Valcourt Group domains. The real SemRush data proves
the strategy: jobs-amst.com alone ranks for 900 keywords, driven almost entirely by blog content.
High-Rise Window Cleaning
jobs-amst.com — #7 for "high rise window cleaner" (3,900 vol)
A single comprehensive guide to skyscraper window cleaning ranks for dozens of related keywords including
"high rise window cleaning" (2,400 vol), "window washing high rise buildings" (1,300 vol), and "cleaning skyscraper
windows." This one blog post drives the majority of jobs-amst.com traffic.
Commercial Window Cleaning
valcourt.group — #1 for "commercial window cleaning service" (260 vol)
The commercial window cleaning service page is valcourt.group's top traffic driver, ranking #1 for the primary keyword
and #9 for "commercial window washing" (2,200 vol) — a massive keyword that drives 136 estimated monthly visits
from a single position.
Waterproofing content published on both jobs-amst.com and valcourt.group captures a wide range of queries.
"Water proof membrane" ranks #7 on jobs-amst.com (880 vol), while additional membrane and waterproofing
terms compound across both domains.
Safety, Compliance & Rooftop
valcourt.group — "roof anchor" #8 (1,600 vol)
OSHA compliance content ranks for "most common osha violations" (#4, 90 vol) and "osha anchor point
requirements" (#5, 110 vol). The rooftop anchor blog captures "roof anchor" at position #8 with
1,600 monthly search volume — one of the highest-volume keywords in the portfolio.
Beyond blog content, TRA produced custom creative assets that became a Valcourt tradition. Four annual holiday videos (2022, 2023, 2024, 2025) leveraged animation, voiceover, and storytelling to reinforce brand personality and drive seasonal engagement.
2022 Holiday Video
Animation + voiceover positioning Valcourt Group as an acquisition engine during peak holiday season.
AnimationVoiceoverSeasonal
2023 Holiday Video
Continuation of holiday brand storytelling with evolved creative approach.
AnimationVoiceoverSeasonal
2024 Holiday Video
Megan Sanbower on team. Expanded creative scope with waterproofing and drone window cleaning messaging.
AnimationDrone ContentSeasonal
2025 Holiday Video
Capstone creative as Phase 2 concludes. Breakout traffic year achieved 427% growth with supporting creative ecosystem.
AnimationVoiceoverSeasonal
Domain Architecture
Three-Domain SEO Strategy: jobs-amst.com, valcourtgroup.com & More
The Valcourt Group operates a sophisticated multi-domain ecosystem. TRA's SEO strategy spans jobs-amst.com (900+ keywords), valcourtgroup.com (1,374 keywords), and additional acquired domains (a1orange.com, sightlineservices.com). This distributed architecture allows for vertical specialization while maintaining unified brand authority through strategic internal linking and content distribution.
1,374
valcourtgroup.com (SemRush)
Keywords Ranking
900
jobs-amst.com alone
Keywords Ranking
76
a1orange.com (WordPress)
Keywords Ranking
3
WordPress + Domain Management
Active Sites on WP Engine
High-Touch Creative
Custom Creative That Became a Client Tradition
Beyond content and SEO, TRA became the Valcourt Group's in-house creative team — producing
everything from animated holiday videos to interactive assessment tools, custom sell sheets, white
papers, and social media campaigns.
Animated Holiday Videos (2022–2025)
Four annual custom animated holiday videos produced by TRA — from scripting and voiceover
(Fred) to animation (Maksym Shatalov / ArmaX). Became a beloved Valcourt Group tradition distributed
to clients, partners, and employees.
AnimationVoiceoverScripting4 Videos
Interactive Facade Assessment Tool
Custom interactive tool designed in Figma enabling property managers to self-assess facade
conditions. Developed for valcourt.group as a lead-generation and thought-leadership asset.
Figma DesignInteractiveLead Gen
Sell Sheets & White Papers
Custom-designed sell sheets for individual service lines (waterproofing, envelope, concrete),
plus white papers positioning Valcourt Group leadership as industry authorities.
Graphic DesignPrintDigital
PR & Thought Leadership
PRWeb press release distribution for key milestones including Valcourt Group formation and
Sightline Services acquisition. CEO Eric Crabb positioned as an industry thought leader.
PRWebPress ReleasesCEO Positioning
Social Media Operating System
TRA built a social media program that operated across the entire Valcourt Group portfolio — managing LinkedIn presence for multiple brands simultaneously, each with its own voice and audience. Company page content, executive positioning for CEO Eric Crabb, campaign-specific social pushes, drone window cleaning campaigns, and paid LinkedIn and Google Ads programs were all managed through a centralized content calendar. The social engine didn’t just post — it connected content strategy to demand generation, turning blog articles and PR into social distribution that drove traffic back to lead-capture assets.
Google AdsLinkedIn AdsSocial StrategyMulti-BrandExecutive Positioning
Website Management
Three WordPress sites on WP Engine — jobs-amst.com (900 keywords), valcourt.group (668 keywords),
and a1orange.com (76 keywords). Ongoing maintenance, updates, and plugin management.
WordPressWP Engine3 Sites
Interactive Tools
Custom-built assessment tools that live on valcourt.net — lead generation meets thought leadership.
As Eric Crabb’s acquisition engine grew JOBS-AMST into a network of companies — each with its own identity, market position, and service mix — marketing had to operate on two tracks simultaneously: support the individual brands already in market while building the unified Valcourt Group umbrella that would represent the combined organization going forward.
TRA operated as the organization’s centralized marketing department rather than an outside vendor. When Sightline Services was acquired (November 2021), TRA produced PRWeb press releases and onboarded the new brand into the content system. When Littlejohn & Co. PE backed the formation of The Valcourt Group in February 2022, TRA was at the table for digital enablement workstreams with Hussein Abdelhalim — building the umbrella brand narrative, deploying coordinated content across service divisions, and managing SEO strategy across three domains simultaneously.
The result was a repeatable model: messaging architecture first, then content infrastructure, then layered programs (social, campaigns, creative, demand gen) — all managed through a Monday.com production pipeline that gave leadership visibility into every active initiative across every brand in the portfolio.
Partnership Timeline
5.5 Years of FM Digital Marketing Evolution
June 1, 2020
Day 1: Eric Crabb Emails Adam Robinson
Eric’s first day as GM of JOBS-AMST. First order of business: bring in Adam, his trusted marketing partner from QSI Facilities.
2020 – Early 2021
Side Consulting Phase
Adam works directly with Eric on JOBS-AMST marketing as a consultant.
Early 2021
TRA Founded — JOBS Becomes Day 1 Client
The Robinson Agency officially launches. JOBS-AMST transitions from side client to the agency’s very first account.
May 2021
Looker Studio Dashboard + Marketing Expansion
First automated reporting dashboard created. Eric introduces Adam to Jon Capon (COO). TRA’s scope officially expands beyond JOBS-AMST.
June 30, 2021
GA/GSC Takeover from GoFish Digital
TRA takes ownership of Google Analytics and Search Console from prior agency, facilitated through CIO Phil Riesel.
November 2021
Sightline Services Acquisition PR
PRWeb press releases for Sightline Services acquisition. Dan Wheelin and Eric Crabb quoted. TRA handles all communications.
February 2022
Valcourt Group Formation + Littlejohn PE
The Valcourt Group officially formed as the national umbrella brand. Littlejohn & Co. PE backs digital enablement program with Hussein Abdelhalim.
November 2022
Valcourt Outlines Project — Blog Production Ramp
Major content initiative launches: wall coatings, traffic coatings, technical blog production at scale.
Mid-2023
Phase 1 Concludes
The initial engagement concludes after three years. Traffic had grown from 703 sessions/mo (Jan 2023) to 3,569/mo peak (Jun 2023).
September 19, 2023
Re-Engagement — New Service Agreement Signed
Kathleen Garska (Marketing Director) and Jill Murphy (Content Marketing Manager) sign a new service agreement via DocuSign. TRA kicks off Phase 2.
November 2023
Monday.com Content Pipeline Goes Live
Valcourt Group Content Production board activates. Sessions: 1,234/mo. Systematic blog production established.
2024
Steady Growth Year
Traffic grows from 1,721/mo (Jan) to 2,651/mo (Oct). Megan Sanbower joins as Waterproofing Marketing Manager (Sep). Holiday Video #3 produced.
2025
Breakout Year — Traffic Explodes
Sessions surge from 2,577/mo (Jan) to 5,941/mo (Sep peak). Holiday Video #4. Sell sheets, drone window cleaning messaging. 427% growth from Jan 2023 baseline.
November 26, 2025
30-Day Notice — Going In-House
Kathleen Garska sends 30-day termination notice effective December 31, 2025. Valcourt opts to bring marketing in-house after 5.5 years.
The People
Key Players Across Two Phases
Phase 1: JOBS Group (2020–2023)
CEOEric Crabb
COOJon Capon
CIOPhil Riesel
VP Sales & MarketingMonica Pfeiffer
Sightline AcquisitionDan Wheelin
PE (Littlejohn)Hussein Abdelhalim
Phase 2: Valcourt Re-Engagement (2023–2025)
Marketing DirectorKathleen Garska
Content Marketing MgrJill Murphy
Waterproofing Mktg MgrMegan Sanbower
NC / Scottie'sMadison Fuller
Additional SupportCristina Kinney
Additional SupportWeston Nunemaker
TRA Team Members
Adam Robinson (Strategy)Amanda Polk (Creative Director)Anthony Conforti (Web/SEO)Morgan Arnold (SEO/Analytics)Kevin Jessop (Writer)Jessica Bordelon (Design)Graham HolmesMichael HuffDan DunnK. Nelson JrB. SamuelsArmaX (Animation)Fred (Voiceover)
The Results
5.5 Years of Measurable Impact
2,350
SemRush verified, Mar 2026
Organic Keywords Ranking
$11K
Equivalent monthly PPC cost
Traffic Cost Value / Month
427%
703 → 3,706 sessions/mo
Traffic Growth (Jan '23 → Dec '25)
11,123
Peak month: Feb 2026
Record Monthly Sessions
10.6K
GA4 last 30 days
Sessions (Current)
9K
GA4 last 30 days
New Users (Current)
900
jobs-amst.com alone
Keywords on Single Domain
4
2022, 2023, 2024, 2025
Animated Holiday Videos
Google Analytics — (Mar 13–19, 2026)
2,000 active users833 organic search sessions1,100 US users2,800 page views1:26 avg time on site
Top pages: Home (537), Locations (208), Garage Maintenance (+315%), Post-Tension Slabs (+27%), About (140)
Continuing Value — Form Submissions Keep Growing
The SEO and content infrastructure TRA built continues generating measurable results. Google Analytics shows form submissions increasing steadily — with 8 form starts in the last 7 days alone, up 27.3% vs prior period.
Compounding SEO returns don't stop when the engagement ends. Valcourt continues to see value from TRA's 5+ years of work — organic traffic converts into form submissions with zero ad spend.
“Over the past two years, your team has been an incredible support in building out our marketing efforts
across the enterprise… we have made the difficult decision to reallocate funds to headcount growth.”
Kathleen Garska, Mktg Dir — Valcourt Group (Nov 2025)
A small footnote in a 5.5-year story of growth. The SEO infrastructure and content library TRA built remain the foundation of Valcourt's digital presence.
Work Examples
See the Work for Yourself
Content Production Pipeline
Monday.com board tracking blog production and publishing.
