In 2023 Lezzer Lumber wanted to highlight the importance of women in the company to showcase how important of a role they play in various levels throughout its 14 locations across Pennsylvania. The purpose of the campaign was to drive awareness to Lezzer Lumber’s social media following across Facebook, LinkedIn, YouTube and Instagram of professions for women in the supply spectrum of the Building Materials industry.
A professional creative agency was hired to film short videos highlighting women across our company. Several women featured were located or from Lancaster County. The beauty of the campaign was that Lezzer Lumber’s devoted following of builders, customers, vendors, and friends and family could both recognize the breadth of roles available to females across the company and celebrate their achievements through a showcase feature on our social channels. One key to point out is that Lezzer Lumber’s social media following is focused on quality following over quantity. Because our business is serving a specific niche, our core audience is those associated with the LBM industry in some way. That may include our customers, vendors, fellow company owners, competitors, analysts, consultants, etc. Our goal wasn’t necessarily to get massive numbers but to educate our small followings on Instagram, Facebook, LinkedIn and YouTube. The campaign started in March and ran through portions of 2023. The full campaign reached over 43,000 organic (unpaid) impressions and 25,676 organic reached. We are proud to support females working in the industry and are honored for those who are making a difference.