Illinois Professional Land Surveyors Association

Website and Content Strategies

OVERVIEW

IPLSA logoThe Illinois Professional Land Surveyors Association (IPLSA) is a nonprofit organization dedicated to advancing the land surveying profession in Illinois. IPLSA’s mission is to promote high standards of practice, uphold the Illinois Land Surveyors Act, and support its members through education, professional development, and the integration of modern technology. 

The challenge

Like many industries, land surveying is facing a declining workforce. To address this challenge, IPLSA sought to increase awareness and interest in land surveying careers among middle and high school students. Recognizing that preteens and teenagers were not their typical audience, IPLSA turned to .orgSource for guidance on how to effectively reach and engage this demographic, with the ultimate goal of influencing their decision to pursue academic programs in land surveying. 

“We needed a partner who understood the environment associations work in, and .orgSource truly gets it,” said Kim Robinson, Executive Director of IPLSA. “Their innovative approach was exactly what we needed for this project.” 

The Solution

.orgSource partnered with IPLSA to develop and implement a comprehensive social media strategy featuring three unified campaigns designed to spark interest in land surveying careers:

  • “A Field of Dreams” Campaign: This campaign highlighted the stories of four IPLSA member surveyors representing different specialties within the profession. Video interviews showcased why these professionals chose land surveying, how they use cutting-edge technology, and the impact of their work on communities. These videos were launched on IPLSA’s new YouTube channel and shared across other social media platforms, providing essential career information and promoting IPLSA’s virtual career fair.
  • “Shows & Surveyors” Campaign: This campaign connected pop culture to the profession by featuring clips and graphics from popular movies where land surveyors played key roles, such as Seven Years in Tibet and Raiders of the Lost Ark. The content answered questions like “What is land surveying?” and “Is it the right career for me?” Calls to action encouraged students to register for IPLSA’s virtual career fair and follow IPLSA on social media.
  • “Legendary Land Surveyors” Campaign: This campaign spotlighted famous historical figures who were also land surveyors, such as George Washington, Thomas Jefferson, and Abraham Lincoln. Videos and graphics juxtaposed their legacy with modern technology to emphasize the profession’s relevance and evolution.

To amplify the campaigns’ reach, IPLSA utilized YouTube and Snapchat, platforms popular with youth, along with Instagram, Twitter, and Facebook to engage organizations such as 4-H, Boy Scouts, and Girl Scouts, whose audiences overlapped with IPLSA’s target demographic.

The Results

Raising awareness about land surveying as a career is a long-term process that requires early engagement. The immediate results of the campaigns were seen in the increased social media engagement and the growth of new followers across platforms. While the ultimate goal is to boost enrollment in academic programs related to land surveying, the campaigns successfully expanded IPLSA’s online presence and provided valuable, engaging content for both students and educators. 

Key Takeways

IPLSA’s collaboration with .orgSource demonstrates the power of targeted social media strategies in driving awareness and interest in specialized professions.

This case study highlights the importance of:

  • Audience-Centric Messaging: Tailoring content to the interests and habits of the target demographic ensures better engagement.
  • Multi-Platform Outreach: Leveraging multiple social media platforms amplifies reach and strengthens partnerships with aligned organizations.
  • Storytelling and Representation: Sharing authentic stories from professionals helps humanize the profession and inspires future generations.

The result? A creative, multifaceted campaign that resonates with youth and positions IPLSA as a leader in shaping the future of land surveying.

“We were very satisfied with the creativity around the video messaging,” said Kim Robinson, Executive Director of IPLSA. “The members were delighted with the outcome, and we continue to use the videos in various ways. They engage those currently in the profession and tell the story of land surveying to those who might become involved in the future.”

Are You Ready to Elevate Your Association to New Heights with a Future-Ready Partner?

Contact .orgSource today to learn how they can help you unlock growth, build resilience, and achieve excellence for your organization.