Case Study: Builders' Day – Strategic Marketing, Communication, and Engagement for Career Exploration in Construction
1. Project Overview & Role
Builders' Day is an annual event that introduces over 500 students to career opportunities in the construction industry through interactive exhibits and hands-on experiences with industry professionals. As a key contributor to the event’s success, I was responsible for developing the branding, marketing strategy, and communication plan, as well as producing engaging video content to excite and inform students and sponsors alike.
I worked closely with a large event team, including a sponsor coordination team that handled sponsor logistics, while my efforts focused on creating a visual identity for the event, multi-channel marketing campaigns, and effective communication strategies to ensure smooth interaction between students, sponsors, and community stakeholders.
2. Key Strategies & Execution
Event Branding & Visual Identity: To create a memorable and engaging experience, I developed the visual identity for Builders’ Day, designing the logo, promotional materials, and large-scale graphics used throughout the event. These elements were integrated into every aspect of the event, from branded swag like backpacks to wayfinding signage, ensuring a cohesive and visually appealing experience. The branding helped attract students and ensured that the event was professional, welcoming, and easily navigable.
Multi-Channel Marketing & Sponsorship Promotion: I led the multi-channel marketing campaign for Builders’ Day, utilizing social media, email outreach, and a dedicated website to drive attendance. The website served as a comprehensive resource for students, providing career information, sponsor profiles, and event details. I worked closely with the sponsor coordination team to develop promotional materials like a sponsorship booklet that featured QR codes linking students to sponsor career pages. This allowed for seamless interaction between sponsors and students, helping both parties engage meaningfully during and after the event.
Communication Strategy & Stakeholder Engagement: My role included designing the overall communication strategy to ensure smooth messaging across all channels. I worked with the event team to coordinate messaging between students, sponsors, and the community, ensuring that everyone felt engaged and informed. I also produced community conversation videos featuring local stakeholders, which helped generate interest in the event and foster a sense of ownership within the local community. Regular communication with sponsors and stakeholders helped build trust and enthusiasm for the event.
Video Production for Student Engagement: I produced a series of videos highlighting the wide range of careers in the construction industry. These videos were used on the Builders’ Day website, shared on social media, and shown during the event, providing relatable, inspiring content for students. The video content featured testimonials from industry professionals and past attendees, giving students a firsthand look at the opportunities available in construction.
3. Results & Impact
500+ Students Engaged Annually: Builders’ Day consistently engages more than 500 students each year. The branding, videos, and marketing strategies I developed played a key role in making the event accessible and attractive to students from diverse backgrounds, showcasing construction as an exciting career path.
Seamless Sponsor Integration: While I didn’t directly manage sponsors, I worked closely with the sponsor coordination team to ensure that the materials I produced, including the sponsor booklet and promotional content, helped facilitate smooth interaction between sponsors and students. This ensured that sponsors were well-represented, and students could easily connect with potential employers.
Increased Community Engagement: The community conversation videos I produced, along with the broader communication strategy, helped build connections with local stakeholders. The consistent messaging reinforced Builders’ Day’s mission of promoting construction careers and secured widespread support from the community.
Video-Driven Student Engagement: The videos I produced provided students with engaging, real-world insights into construction careers. By featuring professionals and past attendees, the videos made the industry feel accessible, inspiring students to consider construction as a viable and rewarding career path.
4. Conclusion
Through a combination of branding, communication strategies, and video production, I have helped make Builders' Day a highly successful event that introduces hundreds of students to careers in construction. My work alongside the sponsor coordination team, along with the creation of multi-channel marketing campaigns and engaging video content, has ensured that Builders’ Day continues to grow in impact and attract both students and sponsors. The event fosters meaningful connections between the next generation of builders and industry leaders, inspiring students to explore opportunities in the built environment.
