Powering America NWI
Regional partnership of IBEW Local 531 and NECA delivering skilled union electrical services & training
Google Ads | Meta Ads | Social Media Management
Powering America NWI
STRATEGY:
Developed and managed cohesive organic and paid social media campaigns focused on apprenticeship recruitment, contractor visibility, and workforce development initiatives
Created branded graphics and promotional content aligned with Powering America’s visual identity standards
Collaborated with organization leadership through bi-monthly meetings to align content with campaign goals and gather new media assets
Highlighted contractor partnerships, local union initiatives, workforce programs, and community involvement efforts through strategic storytelling
Ran paid social campaigns and strategically amplified high-performing content to increase audience reach, engagement, and follower growth
Maintained consistent brand messaging across Facebook and Instagram to strengthen regional awareness and audience engagement
INDUSTRY: Electrical Industry / Workforce Development
ROLE: Managed organic and paid social media strategy for Powering America NWI, supporting apprenticeship recruitment, contractor visibility, workforce development initiatives, and community engagement across Facebook and Instagram.
PLATFORMS MANAGED: Facebook, Canva, Meta Business Suite, Meta Ads Manager
GOAL: Increase awareness of apprenticeship opportunities, strengthen contractor visibility, and expand community engagement through consistent branded social media campaigns and paid advertising initiatives.
ORGANIC + PAID PERFORMANCE:
Through consistent branded content, workforce development storytelling, and paid social advertising campaigns, Powering America NWI experienced substantial audience growth and increased community engagement across Facebook.
Performance Highlights
Increased page followers by 249% since October 2023
Generated 2.5M total impressions, representing a 155% increase year over year, significantly expanding campaign visibility and brand reach
Drove 22,592 total clicks, a 31% increase from 2024, improving traffic efficiency and user engagement
Acquired 217 new Page Likes/Follows through targeted Page Like campaigns, strengthening organic audience growth
Produced 68 qualified leads for apprenticeship and contractor interest, supporting workforce pipeline development through paid social efforts
TOP-PERFORMING CAMPAIGNS
Community Partnership Campaign
A community-focused post highlighting Powering America NWI’s sponsorship of a local Little League scoreboard generated strong engagement by showcasing local involvement and regional community support.
Union Community Outreach Campaign
Content featuring IBEW Local 531’s Adopt-a-Highway cleanup initiative performed strongly by highlighting workforce culture, community involvement, and team participation.
Women in Construction Week Campaign
A campaign celebrating Women in Construction Week generated strong audience interaction by promoting industry representation and workforce diversity initiatives within the skilled trades industry.
Google Ads
GOALS
To attract new electrical apprentices and generate contractor leads for NECA and IBEW partners. Focus on full-funnel performance by improving awareness, engagement, and lead generation through data-driven optimization.
2025 RESULTS (2025 vs 2024)
55,431 Total Impressions, +16% increase
873 Total Conversions, +86% increase
$2.74 Avg Cost Per Click
$17.98 Avg. Cost Per Conversion
3,761 Total Clicks, +24% increase
Improved lead quality by audience segmentation (contractor and apprentice specific targeting) and reduced acquisition costs by optimizing ad copy, keyword intent, and landing page experience.
Top performing keywords include “northwest indiana electrician apprenticeship,” “local electrical contractors,” “residential electricians in my area,” and more.
Let’s Grow Together
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