Kleah Zara | Universal Group

Universal Group

The Universal Group is a construction services company based in Langley, BC and has expanded throughout the Greater Vancouver Area and on the Island, eastern Canada, and the United States. As a growing industry leader, the company continues to manage and acquire more companies specializing in traffic management, traffic equipment, demolition, health and safety training, landscaping, and hiring construction personnel.

I joined the marketing department as a freelance blogger and after three months was hired full-time as the company's first Content Specialist.

Content Specialist Highlights

Skills: Content Marketing, Brand Management, Graphic Design, Writing, Social Media, Paid Ads, Campaign Management, Video Production

Industry: Construction

Created content and oversaw brand visuals and messaging across all digital channels and traditional marketing for 7 companies, leading to brand repositioning
Led B2B and B2C paid campaigns simultaneously and generated leads
- Social: Facebook Lead Ads, LinkedIn YouTube
- Web: Google Ads, HTML5 Web Prospecting and Web Retargeting Ads
Produced brand awareness video campaign from concept to delivery
Published daily on multiple social media accounts and increased followers and engagement
Collaborated with marketing and sales teams to map customer lifecycle journeys and automated the sales process on HubSpot

Graphic Design

Digital & Traditional

Conforming to the brand identity system. I designed all the visual assets across multiple digital platforms and print. These graphics were used to promote the Universal Group's many companies, service offerings, safety culture, and career opportunities.

Designed :

Social media posts
Digital marketing ads
Posters and sales-marketing collateral
Human resource promotions
Pull-up banners
Company swag items

Writing

Short and Long Copy

I began my journey at the Universal Group because of my writing. During my time at this company, I wrote several social media captions and ads, improved job advertisements, and wrote and edited blogs. In addition, I created a blog template used by the company's freelance writers.

Blogs I contributed:

Campaign Lead

From Concept to Delivery

I was the project lead for numerous brand awareness and lead generation campaigns. My favourite campaign was for Universal Health + Safety. The goal was to increase brand awareness of the Universal Health + Safety brand and to promote their new training facility. This video campaign resulted in hot leads and increased training course registrations.

Responsibilities:

Conceptualized marketing strategy
Wrote creative brief, script, and shot list
Outsourced videography team
Organized and scheduled video shoots
Recommended edits and approved final video
Ran Facebook, YouTube, and LinkedIn Ads
Analyzed and reported on KPIs
Assisted with writing landing pages

View Marketing Campaign

Photography

Safety is key in the construction industry.

Bright, high-contrast photos were captured and edited to promote the Universal Group's safe work culture, safety equipment, construction services, and their new health & safety training facility.

Used to build the digital media database for:

Social media
Website
Paid ads
Printed marketing collateral

Logo Design

UGCares

I was tasked to create a logo for Universal Group's new employee 24/7 hotline, UGCares, initiated by the Human Resources department. The idea was to design a logo that exemplified the name of the new initiative. The heart-inspired logo, utilizing the company's logo in various orientations, was selected to be used on pamphlets, business cards, and employee safety gloves.