Favorability of the commercial construction industry is low among New Mexico residents.  Overall, 45 percent of all residents have a favorable impression of the commercial construction industry.

Demographically, residents in the 35-49 age category and those with an annual household income of $40,000-$60,000 are more favorable of the commercial construction industry than other demographic groups.

Geographically, residents living in North Central and Northwest New Mexico have a more favorable impression of the commercial construction industry than those in other parts of the state.

Interestingly, residents with a high school degree, or less education, are the most favorable education demographic of the commercial construction industry.

Solution

  • Goal – Increase thought leadership of the commercial construction industry.
  • Research – Use the GPS’17 data to identify digital and social media that is most accessed among demographics favorable to the commercial construction industry.
  • Planning – Develop a storytelling campaign to share information about the projects and economic impacts of the commercial construction industry to share on either a corporate website or thought social media.
  • Execution – Create five to ten testimonial videos featuring front line workers talking about projects they have developed.  Each video should only be two to three minutes.
  • Evaluation – Measure website visitation and “engagement” of the video testimonials

Favorability of the Commercial Construction Industry 

  • 16%    Very Favorable
  • 29%    Favorable
  • 33%    Neutral
  • 11%    Unfavorable
  • 3%      Very Unfavorable
  • 7%      Don’t Know Wont Say
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