As part of my internship with Matthews Construction Co., I created a mock Instagram account to demonstrate how the company could better utilize social media to enhance brand visibility, engage the local community, and showcase ongoing projects. While Matthews currently does not have an active Instagram presence, the platform presents a valuable opportunity to connect visually with potential clients, partners, and even future employees.
Instagram is an ideal channel for the construction industry because of its visual nature—it allows the company to highlight progress updates, safety practices, employee features, and behind-the-scenes moments that humanize the brand. By building a curated feed of engaging, informative content, Matthews Construction can strengthen its professional identity, build trust with stakeholders, and stand out in a competitive market.
This mock account included real job site photography, planned captions, and sample stories to reflect what a full campaign might look like. The strategy emphasized authenticity, consistency, and community involvement—showing that even in a traditional industry, a strong social presence makes a real impact. The account is not live, but will be utilized in the near future.
Image 1 Summary:
This mock Instagram post was created to support a recruitment campaign for a Commercial Construction Project Manager role. The design focused on bold, simple visuals to quickly grab attention.
Tactics & Platform:
Instagram was chosen for its visual reach and ability to target local professionals. The post used minimal text, brand colors, and a clear call to action to drive interest.
Audience & Goal:
Targeted toward construction professionals in North Carolina, the goal was to expand visibility and attract qualified applicants through social media.
Results:
Though not live, the post was built using best practices for engagement and could support increased reach, clicks, and job applications.
Image 2 Summary:
This post showcases aerial progress on the Oberlin Hotel project in Raleigh. It was designed to highlight ongoing work, show visual momentum, and recognize the on-site team’s efforts.
Tactics & Platform:
Instagram was selected for its strong engagement with visual content. I used a clean drone photo paired with a concise caption to highlight both construction progress and company pride.
Audience & Goal:
The post targeted clients, community members, and industry partners to build trust and keep stakeholders informed on project milestones.
Results:
Created as part of a mock campaign to model how Matthews Construction can strengthen transparency, visibility, and community presence through social updates.
Images 3 & 4 Summary:
This post celebrated the retirement of longtime team member Donnie Johnson after 40 years with Matthews Construction. The message honored his legacy and reinforced company values like loyalty and craftsmanship.
Tactics & Platform:
Instagram was used to spotlight Donnie’s contributions in a warm, visual format. The caption was written to be personal, heartfelt, and community-focused, with emojis and hashtags to boost engagement.
Audience & Goal:
Targeted internally toward employees and externally toward partners and followers. The goal was to highlight company culture and show appreciation for employee dedication.
Results:
Created as part of a mock campaign to demonstrate how Instagram can humanize the brand and celebrate milestones in a way that builds morale and engagement.