Challenge: As one of our first clients, the Tennessee Concrete Association (TCA) first came to us to conduct an audit of their various member communications channels and ultimately engaged us to drive strategy and implementation for all of their marketing efforts. TCA’s social media efforts lacked any strategy or brand consistency and our audit revealed many members weren’t even aware TCA was active on social media. TCA wanted to turn this around to not only drive new membership, but better tell the story of working in concrete to help address the workforce issue identified as the top priority of its membership base.
Solution: O&U worked with TCA to craft a social media style guide and content calendar to drive social media efforts in a focused and consistent way that would resonate with their target audience. In 2023, we created a concerted organic and paid social media strategy aimed at reaching new members.
To address the workforce issue, O&U created compelling videos capturing the essence of what a career in concrete looks like and showcasing its benefits with a goal of appealing to younger audiences just entering the workforce. We also developed a workforce marketing campaign focused on reaching Career and Technical Education (CTE) teachers from Tennessee. Through social media, in person events, one-pagers, email marketing, and TCA’s website, we’ve been able to connect with the CTE target audience and get students involved in TCA’s various workforce programs and opportunities.
Results: This multi-year campaign continues to demonstrate success for TCA bringing new members and increased engagement. The efforts led to:
- In 2023, we surpassed our goal of a 20% increase in new members.
- We’ve been blown away by the success of this campaign, and how eager the CTE teachers are to use TCA’s resources and programs in their classrooms.
- One of our biggest successes has been with getting teachers to use the Skate4Concrete Curriculum, which includes educational materials and hands-on learning projects where students can build their own Mini Concrete Skatepark.
- A social media style guide to lead consistent posting true to TCA’s brand voice.
