CONEXPO – CON / AGG
Year
- 2020
Partners
- Construction Channel
- PR Team
- Product Marketing Team
- Content / Editorial Team
Roles and Tasks
- Social media strategy
- Community engagement
- BTS content
- Short + long form content
- Social Partnerships and collaborations
- Contests and promotions
- Content strategy
- Content packs for LinkedIn
I managed all Autodesk Construction Cloud social accounts. Additionally, I also managed other products/brands: BIM 360 / Ops, Assemble, BuildingConnected and PlanGrid.
The single largest event surrounding construction and technology in Las Vegas, Nevada. With over 2.9million square feet and 150+ sessions and workshops, Autodesk (Construction Cloud) activated beyond just an exhibitor space.
We decided to leverage our social media channels to try and give a vicarious experience into the event. We had daily wrap up video, live BTS content and in parallel, highlight our partners and customers. We teamed up with Construction Channel to activate.
Beyond our exhibition booth, we had 4 demo stations, a 50 x 50 March Madness brew garden with various games, prizes and branded giveaways. All this was made possible working with multiple cross-functional teams. We had at least 30+ Autodesk individuals on the floor daily.
Pre-event
Women in construction
Q1 FY2020 we wanted to come out strong. A pre, during and post marketing plan was set and put in motion. I’ve broken this up into their respective sections and a few highlights.
When we looked at the roadmap, we started off by ramping up our content to be highly relevant to two very important key beats: Women in Construction week and the CONEXPO event. We started off by promoting one of pieces of cornerstone editorial pieces, followed by spotlighting women in leadership roles in construction technology.
We discuss integrated project delivery (IPD) fundamentally transforming the way we do construction.
We discuss the company’s commitment to fair hiring practices and ensure opportunities are available to a diverse group of subcontractors.
During event (activations)
Las Vegas, Nevada
We focused our efforts on a few key areas: Our booth, partner showcases, speaking sessions and our beer garden.
Within our booth, we made an effort to get to know our customers. With our partners, we wanted to highlight them. Our speaking sessions reinforced the talents in the construction technology area while the beer garden served as a space to hang out, decompress and relax (and with Mardi Gras games.)
One of the cool things we did at our booth began with either a sticker or paint pen. Our audience had a chance to write their responses to two questions (about product and profession) directly on the board. And the other, involved taking a sticker and placing it in sections that related to their company. Combined with both, we not only learned about the pains/issues in their world on the floor, but highlighted them on social media BTS to also garner engagement.
Post-event
Content and COVID-19
COVID-19 was just surging in the news at the tail end of the show. At that time, a lot was still a mystery and we had to pivot our content and social plans a bit.
As people started to work remote, professionals in the industry needed to adjust to their environment (at home and at work). For partners and businesses, they were faced with a changing landscape of multiple challenges.
We not only followed up with our cornerstone content, but our social plans revolved around the changing construction tech industry and the people who work in that industry. They had to adapt, so did our content.
“What does it take to collaborate effectively with team members in a world that has gone suddenly remote?” This was the type of question being asked, frequently.
We took the opportunity to connect the dots – women in construction and current state of COVID-19 / work – and dig into this interview with Assistant PM from our partner, Webcor. Suddenly, stakeholders, team members and clients were having challenges to connect. In fact, our 2020 Hero Series talks about all the unique challenges they face.
The content and social went deep into pivoting in utilizing new construction tech for reviews and collaboration, staying dedicated + empathetic in a new work environment and looking into the future on how to stay resilient.
One of the first pieces of content that did very well on social as it was highly relevant. This blog discussed real world advice from remote workers in the construction industry.
Where are European construction businesses up to with digital transformation – and how does that compare to firms worldwide?
This piece was timely, as with COVID-19 the material costs started to rise. We break it down and dive into bids, costs and project qualifications.
We wanted to reinforce our evergreen content, leveraging our top blogs. This included zoom background for remote meetings, 2020 construction trends to site safety.
With the disruption of the pandemic, we hosted a customer workshop (virtual) to address pain points in construction and how our software keeps everyone connected.
At the tail end of 2020, we wrapped it up with our own product updates that rolled out during the Pandemic. These updates were across all products in Construction Cloud.