Making a 30-year-old trade easy to understand and easy to call.
- Role
- Marketing & Social Media Manager
- Dates
- October 2026 to present
- Channels
- Instagram, LinkedIn
- Audience
- Homeowners, property managers, contractors, commercial owners
The project
Florida Foundation Systems is a family-owned foundation repair company in Pompano Beach, serving South Florida since 1996. The work is impressive but mostly underground, technical and invisible to the people who need it. The goal I set for marketing is qualified inquiries and free estimate requests.
What I was responsible for
- Social media strategy and a content mix: warning signs in plain English, real projects, how the work is done, experience since 1996, and clear free-estimate offers.
- Content calendars, captions and scheduling.
- Reels and carousels, produced from real jobsite photos and project notes from the field team.
- LinkedIn content written for commercial audiences.
- A measurement plan built on calls, estimate requests and website clicks.
One project, two formats
A cofferdam about 30 feet deep had leaking sheet-pile seams, so it couldn’t be fully pumped dry. FFS sealed the leaks with polyurethane injections, which allowed safe access and let work resume.
I turned the field team’s photos and notes into two published pieces. The Reel opens on the question anyone can picture: how do you work at the bottom of a hole when water keeps getting in? The carousel slows down and explains the fix with labeled illustrations for people who work around excavations.
Illustrations are labeled as illustrations, and no jobsite photo is presented as a before-and-after unless it’s verified as one.
The carousels
Cofferdam: a technical story for contractors
Working inside a building under renovation
Slab repair among tanks and piping
A homeowner’s stair-step cracks
Helping people choose the right pile
The calendar
| Date | Published on Instagram |
|---|---|
| Oct 23 | Warning signs Reel: cracks, floors, sticking doors |
| Oct 24 | Building in a tight space |
| Oct 25 | Industrial foundation work |
| Oct 26 | Warning signs: cracks, uneven floors |
| Oct 27 | Which pile system |
| Oct 28 | Cofferdam Reel |
| Oct 29 | Cofferdam carousel |
| Oct 30 | Deep soil injection, stair-step cracks |
A selection of what’s live on the public feed. As of November 5, 2026, 10 posts are published and 14 more are scheduled through December 1.
I started on a free scheduler capped at 20 feed posts a month, so I plan around that limit and test posting days from a Tuesday and Thursday 10 AM baseline.
Outcome so far
In the first weeks the marketing went from a plan to a working pipeline, with 24 Instagram posts published or scheduled. It’s too early to report leads, so I’m not quoting any yet. This page will carry calls and estimate requests once there’s enough data to be honest about them.
floridafoundationsys.com. Instagram.
Project names and locations are left out unless the company has cleared them.