Hailey designed and implemented an Instagram campaign featuring CBG Building Company’s (CBG’s) 2021 summer interns, the projects and sites they were working on, and the program that CBG established for them.

The campaign’s target market was current interns, potential interns, CBG employees, other industry professionals and builders, as well as the general public. Beginning on the week of June 4th, continuing through National Intern Day, and ending on the week of August 13th, posts across CBG’s Instagram account story and grid used direct quotes from CBG’s interns to share insight into the intern program and the opportunities it presents for those interested in entering the industry. By sharing this insight, as well as fun facts about the interns, current content from the project sites they were working on, and weekly highlights of the training they completed, this campaign displayed an encompassing view of the fantastic internship program CBG has to offer while celebrating the accomplishments of the 2021 interns.

To assemble and execute this two month long campaign, Hailey put together a list of 2021 interns that were interested in participating, collected written and image-based content, and constructed an engaging and influential series of posts. By tagging the participating interns on their personal accounts and the Universities and Colleges they attended, and encouraging interns to re-share these posts, CBG was able to gain a larger traction on Instagram.

The campaign was successful in that CBG Building Company reached the target audience with engaging and educational content, while highlighting both the successes of the 2021 intern class, and the breadth of CBG’s intern program. Several story posts were re-shared by official University and College accounts, thus reaching their greater audiences. Over the course of this campaign, CBG’s Instagram reached an average of 472 accounts, which was up by 109% on week one, and up by 18.2% on week 11. Likewise, CBG’s Instagram experienced an average of 88 interactions, which was up by 3,450% on week one, and up by 190% on week 11. The number of accounts reached peaked on National Intern Day, with 584 accounts reached. While the campaign ran, CBG gained 70 followers. CBG also received a position inquiry via Instagram during this time.