From Corporate Presence to Community Authority
Summit Electric Overview
Summit Electric is a leading electrical contractor serving Kamloops and the broader BC industrial and trades sector.
The company had strong operational credibility and a respected local reputation — but their digital presence did not reflect their culture, scale, or community impact.
The goal was not just growth. It was a transformation.
The Challenge
In 2024, Summit’s social channels were active but underperforming:
• Corporate-style content lacking engagement
• Inefficient LinkedIn sponsored content with minimal ROI
• Limited reach beyond existing followers
• Underutilized short-form video
• Weak employer branding in a competitive trades market
Summit needed more than posting. They needed a strategy.
The Strategy
We rebuilt Summit’s digital presence using platform-specific systems designed to maximize organic reach, engagement, and search authority.
1. Instagram — Authenticity Over Corporate
We shifted from announcements to community-driven storytelling.
Focus areas:
Conversational “What If” posts
Trades pride & career inspiration
Employee spotlight moments
Algorithm-optimized content cadence
The result: stronger engagement and deeper audience connection.
2. LinkedIn — Organic Optimization
Analytics revealed a critical insight:
Organic content delivered 40x better ROI than sponsored posts.
We:
Eliminated inefficient ad spend
Shifted to employee achievements & community value
Increased high-quality posting frequency
Optimized for engagement over impressions
This pivot improved performance while reducing unnecessary spend.
3. Facebook — Video-First Strategy
We transitioned to a discovery-focused content mix.
38% of content shifted to Reels
Short-form, scroll-stopping video
Algorithm-friendly formats
70% of views from non-followers
This expanded reach beyond Summit’s echo chamber.
4. Cross-Platform SEO Integration
We aligned social growth with search authority.
Optimized content around key search terms
Ensured messaging consistency
Leveraged social signals to strengthen Google's visibility
Social became an SEO accelerator.
The Results
The transformation delivered measurable growth across visibility, engagement, and search.
Full-Year Growth (2024 → 2025)
+45% follower growth
+82% total impressions
+58% engagement rate increase
+54% link clicks
+380% increase in Google search clicks
Platform Highlights
+322% follower growth
+679% profile reach
+215% engagement increase
+1,544% total engagements
133,000+ video views
70.8% of views from non-followers
+34% follower growth
97.6% of clicks from organic content
Sponsored content eliminated
Google Search
+380% total clicks
+485% impressions
23% improvement in average ranking position
Cost Efficiency & Strategic Impact
Through performance analysis, we identified that LinkedIn sponsored posts were delivering a 0.016% engagement rate.
By eliminating inefficient ad spend, Summit saved an estimated $5,000–$15,000 annually — while improving results through organic strategy.
This was not just growth.
It was smarter growth.
Business Impact
Beyond platform metrics, the strategy delivered:
• Stronger employer branding among younger trades professionals
• Increased community visibility
• 1,458 additional link clicks driving qualified traffic
• 380% increase in high-intent Google search traffic
• Expanded reach to approximately 180,000 people
Most importantly:
Summit’s digital presence now reflects the strength of their real-world reputation.
Key Insight
The shift from corporate broadcasting to authentic community building created compounding momentum.
Platform-specific strategy outperformed generic content.
Organic optimization outperformed paid spend.
Social growth strengthened search authority.
Digital became a long-term asset — not an expense.