Content Marketing Powers Lead Generation for Powering Chicago

Powering Chicago Case Study - Content Marketing

When Powering Chicago, an electrical industry labor-management partnership (LMCC) between IBEW Local 134 and the Electrical Contractors’ Association (ECA) of the City of Chicago, needed to elevate the awareness of their members’ work, they called on The Harbinger Group.

The Harbinger Group architected and implemented a content marketing strategy that produced significant results for our client, meeting and exceeding all marketing KPI’s, including:

  • 100% increase in website traffic
  • 450% increase in engagements on social media
  • 110% increase in followers on social media
  • 75 qualified new business leads generated from micro-targets
  • 30 digital earned media placements


Our content marketing strategy always starts with identifying the target audiences most important to our client’s business and determining the most effective ways to reach them. Following a detailed discovery process which included intake briefings with Powering Chicago and field interviews with industry experts, we identified practitioners (union members and non-union electricians and contractors) and, decision-makers and influencers within the electrical construction industry.

Our approach is rooted in the development of content that is optimized for SEO and stretches across marketing channels for earned, owned and paid media to amplify impact. To determine the best channels to reach Powering Chicago’s target audiences, we conducted assessments using custom audience tools on LinkedIn, Facebook and Google for paid ads, developed target lists for earned media outreach and researched organizations within the electrical construction industry that provided partnership and engagement opportunities for Powering Chicago.

To showcase the work of their members, we create written blogs optimized with SEO keywords, develop feature videos that accompany each blog, then use the content and assets in social media posts and to craft compelling pitches for earned media coverage. To extend the reach of these content pieces to Powering Chicago’s target audiences, ad campaigns are developed and launched on LinkedIn, Facebook and Google.

“The Harbinger Group was chosen after an extensive search to assist Powering Chicago in increasing its brand presence digitally and in the Chicagoland marketplace. After performing a thorough assessment of our current and long-term goals, The Harbinger Group worked intimately with the Powering Chicago team to develop, implement and execute strategies that have multiplied our impact and presence throughout the various identified mediums. Thanks to The Harbinger Group we are on our path to not only achieve but exceed established goals.”

Elbert Walters III, Executive Director, Powering Chicago