Libby Zbaraska, Eazy Communications
For many marketers working in construction and the built environment, understanding the audiences is half the battle. But for Alanna, Digital & Marketing Manager at Chartered Institute of Plumbing and Heating Engineering (CIPHE), the industry has never felt unfamiliar.
“Trades have always been around me,” she explains. “My dad owns a steel fabrication company, and I’m married to an electrician, so I’ve grown up around people who work incredibly hard, solve problems every day and genuinely care about what they do.”
That early exposure gave her a strong respect for the sector long before she began working in it professionally.
“When you’ve seen first-hand the skill, pressure and responsibility involved in these roles, you approach the industry differently. You develop a real respect for the people behind it and the work that they do.”
That grounding has shaped the way she approaches marketing today; with curiosity, empathy and a strong focus on community-building over faceless brand-led messaging.
Changing perceptions
When Alanna joined the CIPHE, one of the biggest challenges wasn’t visibility. It was perception.
“There was already a fantastic organisation there, which was doing genuinely valuable work for members and the wider industry,” she says. “But one of the key focuses was helping to make the institute feel more accessible, modern and welcoming to a broader audience.”
The goal wasn’t simply to grow numbers. It was to strengthen the sense of community around the organisation and make sure people understood the practical value of being involved.
“We wanted people to see that membership isn’t passive. It’s not just letters after your name. Members can actively shape conversations across the sector.”
That includes contributing to working groups, influencing qualifications and standards, attending events, feeding into future skills discussions and helping support the next generation entering the industry.
“My goal was to create a real sense that CIPHE supports people in having a voice and making an impact. That community element was something we really wanted to bring forward more clearly.”
Building engagement in a technical sector
Like many membership organisations operating in technical industries, the CIPHE faces the challenge of engaging audiences with highly specialist subject matter, while still remaining approachable and relevant.
For Alanna, that meant focusing less on generic content and more on creating content and conversations that genuinely resonate with installers and engineers.
“Audience expectations have changed massively. People don’t just want information pushed at them anymore. They want content that feels useful, relatable, personable and relevant to the realities of their day-to-day work.”
That has meant leaning into more visual, accessible and community-led channels, including platforms such as Instagram, where installers are already actively sharing projects, discussing challenges and learning from each other.
“There’s a huge trade community online now, particularly across social channels such as Instagram. People want to see real people, real projects and practical insight; not overly polished or institutional messaging.”
“We wanted to make sure that installers knew the people behind the CIPHE to demonstrate that we’re not just a membership organisation, we’re a team of people who genuinely care about raising standards, supporting installers and ensuring a bright future for the industry.”
Part of the strategy has involved creating more engaging digital content, showcasing member stories, highlighting industry voices and making conversations feel more two-way.
Events have also played a significant role in that approach.
“Installers are often sole traders and business owners, so it can be a lonely job. Events help us to bring members together to share challenges, ideas, and solutions, while also creating space for people to properly connect with others who understand the realities of the industry.”
“One of the things we’ve worked hard on is making these events feel memorable, useful and genuinely worthwhile for attendees. People are busy, and trades typically lose a day of earning to attend events, so if they’re giving up their time, it has to provide value.”
The focus has been on creating experiences that encourage conversation, networking and long-term engagement rather than simply delivering information.
“We’ve tried to move away from the idea of marketing as just promotion. It’s really about relationship-building.”
Learning from the industry
We asked Alanna what advice she would give to other marketers entering construction and the built environment, and her answer is immediate: stay curious.
“Ask questions constantly. Don’t be afraid to admit when you don’t understand something.”
She believes some of the best marketing in technical sectors comes from people who are willing to spend time listening to engineers, contractors, installers and specialists directly.
“Go out and meet people. Visit sites. Attend events. Have conversations. You can’t market to an industry you don’t understand.”
She also believes relationship-building is one of the most underrated parts of the job.
“The relationships you build throughout your career are incredibly valuable. This industry is much smaller than people think, and reputation matters. Support people where you can, genuinely and without expectation, because those relationships often come back around over time.”
But alongside ambition and progression, she is equally passionate about encouraging balance; something she feels the industry does not always talk about enough.
“Ambition is brilliant, and it’s good to push yourself, but burnout isn’t. We operate in a fast-moving and often high-pressure sector, so you have to know when to say no sometimes.”
In an industry often defined by deadlines, pressure and constant momentum, it’s a refreshingly honest perspective.
And perhaps that balance between drive, curiosity and genuine connection is exactly why her approach to marketing resonates so strongly within the sector.