Favorability of the commercial construction industry is low among New Mexico residents. Overall, 45 percent of all residents have a favorable impression of the commercial construction industry.
Demographically, residents in the 35-49 age category and those with an annual household income of $40,000-$60,000 are more favorable of the commercial construction industry than other demographic groups.
Geographically, residents living in North Central and Northwest New Mexico have a more favorable impression of the commercial construction industry than those in other parts of the state.
Interestingly, residents with a high school degree, or less education, are the most favorable education demographic of the commercial construction industry.
Solution
- Goal – Increase thought leadership of the commercial construction industry.
- Research – Use the GPS’17 data to identify digital and social media that is most accessed among demographics favorable to the commercial construction industry.
- Planning – Develop a storytelling campaign to share information about the projects and economic impacts of the commercial construction industry to share on either a corporate website or thought social media.
- Execution – Create five to ten testimonial videos featuring front line workers talking about projects they have developed. Each video should only be two to three minutes.
- Evaluation – Measure website visitation and “engagement” of the video testimonials
Favorability of the Commercial Construction Industry 
- 16% Very Favorable
- 29% Favorable
- 33% Neutral
- 11% Unfavorable
- 3% Very Unfavorable
- 7% Don’t Know Wont Say
