#Social Media Strategy
#Video Editing
#Copywriting
#Community Management
#Design
#SEO Optimization
#Social Media Strategy
#Video Editing
#Copywriting
#Community Management
#Design
#SEO Optimization
Who
Greener Tomorrow is a non-profit with a mission that hits hard: to make the construction industry actually reflect the people building it. Their flagship project — Breaking Barriers — is a docu-series that highlights women and minority professionals in construction, telling their stories, career paths, and challenges. The series breaks barriers, changing narratives about visibility, representation, and what’s possible in the industry.
WE JOINED THE PROJECT WHEN IT BECAME CLEAR THAT BIG IDEAS, ESPECIALLY ONES LIKE “DIVERSITY IN CONSTRUCTION”, NEED BIG VISIBILITY.
Why
→ They didn’t want likes. They wanted minds changed. Perceptions shifted. People reached.
→ Creating a consistent, meaningful social media presence
→ Building a content funnel between Instagram
and YouTube.
→ Making sure Breaking Barriers wasn’t just a docu-series, but a conversation.
→ Recruit high-value social media ambassadors to accelerate growth.
→ Helping promote and support their charity events: from comms to video scripts.
What
→ Develop a Marketing & PR Strategy and proceed
with content creation within the first month of cooperation.
→ Developed a cohesive visual identity for social media that stood out and felt true to the brand’s tone.
→ Collaborated with an illustrator to create hand-drawn digital portraits for each woman featured in Breaking Barriers.
→ Built a traffic funnel from Instagram to
YouTube using social content that made people stay & watch.
→ Supported event launches with scripts, communications plans, and promotional assets.
Turned documentary footage into short, engaging content that didn’t lose its heart.
How
→ Social Media Strategy
Research done on target audience groups, their common pains, ways they deal with them, and
what solutions they lack.
Tone of voice and mission statement definition to align with target audience’s needs.
Content rubrics development and re-focus on storytelling and engagement
→ Design & Illustration
Visual Appeal creation for social media, which provided graphic assets and vision for each
platform’s requirements.
Came up with the idea and managed the execution of developing custom-drawn portraits for featured
women.
Provided guidelines for different visual needs.
→ Video Editing
Adapting editing scripts to serve different platforms (TikTok, YouTube Shorts, Instagram
Reels).
Defining guidelines for social media videos on subtitles, opening shots, closure clips,
and sound design.
→ Copywriting
Create language guidelines that incorporate ideas of inclusive and non-harmful
communication, defining words and phrases that could and couldn’t be used.
Development of a messaging system for launches, spotlights, and announcements.