We’ve been excited to partner with NECA-IBEW Local 48, a partnership with over a century of history shaping the electrical industry across Oregon and Southwest Washington. From iconic projects like the Moda Center to the Portland International Airport and MAX Light Rail stations, their impact is undeniable. As we collaborated with the organization, it became clear that the best way to highlight their ongoing success was by showcasing their greatest asset—its people. This focus on the members who have built the region’s infrastructure and workforce is central to our approach.
The Challenge
NECA-IBEW Local 48 faced the challenge of expanding awareness, engaging their existing members, and increasing membership. With a rich history and a strong reputation in the region, the goal was to bridge the gap between their legacy and future growth. They needed a strategy that would not only highlight the value of becoming a member of the Oregon-Columbia Chapter of NECA or IBEW Local 48 but also create a stronger connection among current members and attract new talent to the industry.
The Solution
First, we developed a content strategy and social media strategy based on audience research and persona development, identifying where the target audience lived online and the platforms they engaged with. This included creating blogs, social media posts, web pages, and designed assets tailored to their preferences. To complement our efforts, we organized photoshoots at work sites, capturing members in action and showcasing projects. This not only added a personal touch to the content but also highlighted the real-world impact of the work being done.
After a quarter of reporting on performance, we saw remarkable online engagement with member-focused content. Why does this approach work so well? Because people connect with people. Personal stories—whether about overcoming challenges or celebrating career milestones—create emotional connections that resonate.
The Results
Our strategic content approach yielded significant engagement across NECA-IBEW Local 48’s digital platforms. By creating industry-focused content, news, and posts about events and opportunities, we successfully increased contact form submissions. The Member Spotlight series, where we conducted in-depth interviews with members, capturing their unique stories and experience, was particularly effective, driving engagement across platforms and resulting in substantial growth. Specifically, we saw an uptick in followers across social media platforms and a notable increase in website visits.
WEBSITE
+60%
New Users From Organic Traffic YoY
+59%
Engaged Sessions From Organic Traffic YoY
+40%
Contact Us Page New Users From Organic Traffic YoY
SOCIAL
+741%
Engaged Sessions From Organic Social
+736%
New Users From Organic Social
Photoshoot
We organized photoshoots at active work sites to capture NECA-IBEW Local 48 members in action, showcasing their craftsmanship and expertise. The shoots focused on authentic, candid moments, highlighting the diversity of projects, including commercial, residential, and industrial work. We aimed to capture dynamic action shots, emphasizing teamwork, skill, and the broader community impact of their work.
These images were strategically used across various platforms, including social media, the website, and marketing materials, significantly boosting engagement. The high-quality visuals helped build trust with the audience by showcasing real members and projects. They highlighted the professionalism and expertise of members while educating potential recruits on the value of joining the organizations and their contribution to regional infrastructure. This approach resulted in increased interaction, fostering a deeper connection with both current members and prospective recruits.
Services Implemented
- Content Marketing Strategy
- Content Creation
- Social Media Marketing
- Design
