The Challenge
Oregon’s construction industry was facing a growing workforce shortage, and the Associated General Contractors of Oregon needed a stronger way to reach and recruit the next generation of skilled workers.
The broader Build Oregon program was reimagined through a new brand, website and mobile-first campaign designed to make construction careers more visible, accessible and relevant to younger audiences.
My role focused on helping bring that strategy to market through digital advertising, campaign content and influencer partnerships.
The Strategy
The campaign used paid digital media and creator content to meet prospective workers where they were already spending time online and move them toward practical next steps, including exploring skilled trades and connecting with training programs.
With a limited budget, we focused on making the creative work harder. Rather than relying only on traditional influencer partnerships with established audiences, we also worked with smaller creators to produce authentic user-generated content that could be repurposed as paid social advertising.
This gave us a steady stream of creator-led assets while allowing paid media to control targeting, reach and optimization.
My Contribution
I supported the broader account while owning key digital and influencer workstreams.
I managed paid media projects with our external media partner, including campaign coordination, reporting, ad copy and creative development. I also managed the influencer program from creator coordination through content development and delivery.
A major part of my work was connecting creative, creator content and media performance and using campaign data to understand what was resonating and support ongoing optimization.
The Work
Paid Digital Media
Managed digital advertising campaigns in partnership with our paid media vendor, overseeing campaign coordination, creative needs, copy and reporting.
The media strategy drove audiences from social and digital placements to Build Oregon resources where users could explore trade careers and connect with training opportunities.
Influencer + UGC Strategy
Managed creator partnerships designed to make construction careers feel more authentic and relatable.
To stretch a limited campaign budget, I incorporated smaller UGC creators who produced campaign-specific videos that we then licensed and used as paid Meta creative. This approach separated content production from audience size, giving us authentic creator assets while using paid media to scale distribution.
Content + Campaign Optimization
Supported ongoing campaign content through ad copy, social graphics and digital creative while using media and website reporting to evaluate performance.
Because Build Oregon operated across multiple campaign cycles, each phase gave us an opportunity to refine creative, messaging and media strategy based on what was driving engagement and action.
The Results
ad views
website views
Skilled Trade Page Views
Training Program Referrals
In one campaign cycle, Build Oregon generated more than four million campaign views and 87,000 website visits, while driving 5,000 referrals to construction training programs—the client’s key conversion metric.
Award-Winning
The broader Build Oregon brand and campaign received national and regional recognition, including the 2022 PRSA Silver Anvil Award of Excellence for Brand Management and 2022 PRSA Oregon Best in Show.
My work focused on the digital marketing and influencer components that helped extend the platform to prospective workers and turn campaign awareness into measurable engagement.
Campaign Asset Gallery (sample):
Display ad samples
