The Housing Industry Association (HIA) engaged me initially to capture content at a two-day national summit, bringing together industry leaders to address the most pressing issues facing Australia’s residential building sector ahead of the Federal Election.
Beyond event coverage, it became clear HIA needed a stronger, more unified social presence – one that could better engage an under-30 audience while maintaining trust with its core base of business owners, white-collar professionals and tradespeople.
The strategy needed to work nationally, adapt regionally, and remain consistent in tone and message.
At the summit, I led agile content production – capturing voxpops, executive interviews, panel highlights and candid advocacy conversations. Shot in an editorial, fast-turnaround style, the output created both immediate social content and a long-tail asset library.
Building on that momentum, I developed a refreshed national social strategy positioning HIA as the Mentor for Australia’s Housing Industry.
The framework refined existing content pillars, introduced new ones that clearly demonstrated the value of membership, shared video creation best-practises for the team to execute, and placed greater emphasis on people and career pathways to better connect with younger audiences.
In just two days, 40+ video assets were produced, equipping national and regional teams with weeks of rollout content. Executives were also given tailored assets to amplify advocacy messages through their own networks.
The broader strategy has since driven stronger engagement, clearer messaging consistency, and improved efficiency across Instagram, LinkedIn and Facebook – creating a scalable foundation for long-term growth.
Credits: Freelance Consultant for HIA
Clients: Ryan May, Liz Barrett, Anthony Sfirse
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