Meet Shannen:

Context & Challenge:

The Inland Northwest construction industry faced a significant workforce shortage, with local companies struggling to fill skilled labor positions. To address this, the Inland Northwest Associated General Contractors (AGC) launched the Trade Up 2 Construction campaign, aiming to attract individuals into high-paying construction careers. The initiative sought to raise awareness, provide career resources, and connect job seekers with employers in the region.

Strategy & Execution:

• Created a compelling campaign identity and messaging that resonated with diverse audiences, emphasizing the benefits and opportunities within the construction industry.

• Launched a dedicated website, tradeup2construction.com, serving as a hub for career resources, job listings, and industry information.

• Secured coverage across local and regional media outlets, including television, radio, and print, to amplify the campaign’s reach.

• Organized job fairs and informational sessions in collaboration with local workforce development organizations, connecting job seekers directly with employers.

• Collaborated with educational institutions and industry leaders to streamline pathways into training programs and apprenticeships, creating clear pathways into the construction workforce.

My Role:

As the Marketing and Communications Director for the Inland Northwest AGC, I led the development and execution of the Trade Up 2 Construction campaign. This involved crafting the campaign’s messaging, overseeing content creation, managing media relations, and coordinating community outreach efforts to ensure the campaign’s objectives were met. I also represented the brand and promoted the campaign at trade shows, career fairs, and industry and community events to connect directly with our target audiences.

Results:

The Trade Up 2 Construction campaign earned more than 16 million impressions and garnered sigificant media and community attention in the Inland Northwest. It earned national accolades in the form of AGC of America’s 2024 Public Relations Award, and was submitted by our production partners for an American Advertising Award and an Emmy. More importantly, it helped Trade Up 2 Construction become a household name in the local construction community, and provided a holistic resource for existing skilled workers and those interested in entering into the trades for the first time.

Context & Challenge:

The COVID-19 pandemic placed public schools under intense scrutiny. Districts nationwide faced criticism for remote learning, safety protocols, and shifting policies. Families were overwhelmed, staff were stretched thin, and public trust in schools was strained. For Cheney Public Schools, the challenge was clear: how do we maintain credibility and compassion while helping families navigate an unprecedented crisis?

Strategy & Execution:

• Developed communications that always centered students — highlighting how decisions were made with their safety, wellbeing, and academic growth in mind.

• Coordinated consistent updates across websites, email newsletters, social media, virtual town halls, and press releases to ensure families received timely, accurate information.

• Created easy-to-read updates that cut through confusion and presented complex policy changes in plain language.

• Positioned the district as empathetic, acknowledging community frustrations while reinforcing the shared goal of supporting students.

• Provided media coaching and prepared talking points for administrators to ensure a unified voice when addressing the public.

My Role:

As the District’s first Communications Coordinator, I was faced with a career-defining challenge just four months into my role there. I became responsible for shaping the district’s public messaging and overall communications strateg. My focus was on ensuring transparency, maintaining trust, and positioning the district as a reliable partner for students, families, and staff during a volatile and emotional time.

Results:

• Maintained a clear and trusted voice in the community at a time when public trust in schools was declining nationally.

• Successfully repositioned the district’s brand narrative from one of crisis management to one of student-centered service and resilience.

• Earned positive feedback from parents and staff for consistent, transparent, and student-focused messaging.

• Strengthened relationships with local media, ensuring balanced coverage of district decisions and initiatives.

Context & Challenge:

The Inland Northwest AGC, which negotiates on behalf of regional contractors in local labor negotiations, faced an unprecedented labor strike that impacted member operations, statewide projects, and daily community life. Stakeholders, including members, employees, and regional and national media, needed timely and transparent updates.

Strategy & Execution:

• Established 24-hour comms protocol for leadership team.

• Developed consistent key messages and Q&A bank.

• Prioritized transparency and proactive outreach.

My Role:

• Served as communications lead and spokesperson, in conjunction with our Executive Director.

• Drafted executive talking points, press releases, and stakeholder FAQs.

• Coordinated internal comms, website updates, and media interactons.

Results:

The strike was settled while community and media focus remained on the deal at hand and negotiations — not the AGC. We were able to maintain control of the narrative and continue exceptional relationships with media despite challenging circumstanes.