CAT FOOTWEAR - Back to Construction School

Project Role
Lead Campaign Strategist, Social Media Strategist

The Business Problem
The construction industry faces a labor shortage, with fewer young people considering trade careers. Cat Footwear wanted to position itself as a brand that supports the next generation of skilled workers while increasing engagement and brand affinity among young construction students and professionals.

The Insight
A new school year doesn’t just mean heading back to the classroom—it means gearing up for hands-on learning in the field. Future construction workers require the same reliability and safety as their predecessors, but traditional work brands often lack the versatility to support students’ lifestyles, cycling between the classroom, on-the-job learning, and after-school activities.

The Solution
As the lead strategist, I developed the campaign objectives, messaging, content plan, and collaboration strategy with Caterpillar Inc. and partnering dealerships. The goal was to drive awareness, engagement, and brand affinity among future tradespeople for Cat Footwear.

By focusing on real students from Caterpillar’s ThinkBIG Program, which provides paid training and hands-on experience for aspiring technicians, we reinforced Cat Footwear’s commitment to supporting the next generation of skilled workers.