Hailey designed and implemented a dynamic social media campaign to highlight the women of CBG Building Company (CBG). The campaign used powerful, motivating, and informative social media posts to celebrate women in construction and raise awareness of opportunities within the industry.

The campaign’s target market was women in the industry, those looking to get involved in the industry, other industry professionals, as well as the general public. Beginning on International Women’s Day and continuing through the week, daily posts across LinkedIn, Instagram, and Twitter used personal testimonies from the builder’s women team members in various positions to underscore opportunities for women in the industry. By sharing their experiences, facts, and figures, these women harnessed their collective social media presence to educate their audience on leadership opportunities and networking possibilities, as well as provide guidance to young women who are considering construction careers.

Hailey assembled and executed this week-long campaign within a week’s notice. In that time, she put together the core list of women interested in participating, collected written and image-based content, and constructed an engaging and influential week of daily posts across three platforms. In utilizing several facets of the same platform, such as both Instagram grid and Instagram stories, the campaign was able to gain larger traction on said platform.

The campaign was successful in that CBG reached the target audience with facts and figures, paired with personal testimonies that highlighted women as a viable component of the construction industry. Visitors to the LinkedIn page skyrocketed in this time, peaking on May 13th with 130 mobile visitors and 36 desktop visitors, which was a 306% and 65% increase, respectively, from the previous day. Similarly, CBG reached an average of 164 accounts with each Instagram story, directing traffic to the coinciding grid post, which reached a total of 661 accounts.