Geosource Energy
Social Media & Digital Marketing (B2B)
Project Description:
At Idea Workshop, I supported Geosource Energy in strengthening its digital presence to help position the company as an internationally recognized leader in the green built environment. As a geoexchange energy company operating across real estate development and urban planning, Geosource Energy plays a critical role in advancing low-carbon heating and cooling solutions across the built environment.
The objective of this work was to make a highly technical offering more visible and more understood—translating complex systems, policies, and industry shifts into content that resonates with developers, partners, and decision-makers. Platform strategy centred on LinkedIn for industry engagement, supported by visual storytelling across Instagram. — Scope of Work:
My role blended strategy and execution, with ownership over social media, content development, and digital marketing support. This included...
Developing a content approach grounded in clarity—simplifying geoexchange systems without sacrificing technical credibility
Creating educational content around complex topics (e.g. new policies, environmental laws, municipal green development standards, and industry qualifications such as LEED certification), breaking them down into clear, jargon-free insights that highlight real-world impact for developers and partners
Producing high-performing formats such as carousel posts, explanatory graphics, and short-form content designed to make dense information more digestible
Capturing on-site content through project visits, including behind-the-scenes video, stakeholder interviews, and in-progress system storytelling
Building out team-focused content that highlights internal expertise, company milestones, and project wins
Supporting C-suite leaders with LinkedIn presence and thought leadership—providing guidance through workshops and lunch-and-learns, optimizing profiles, and enabling more consistent executive-level content
Leading communications around key business milestones, including the announcement and teaser rollout of Geosource’s expansion into the U.S. market
A key part of the work involved shifting the brand’s communication style—moving away from internal, technical language toward clear, benefit-led messaging that supports both awareness and business development.
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Results & Impact:
This shift in approach led to stronger engagement and more consistent visibility among target audiences. Within the first six months, LinkedIn following grew by over 100%, driven by more targeted content, simplified messaging, and a clearer articulation of value. The content strategy also helped position Geosource Energy as both technically credible and accessible—bridging the gap between engineering complexity and market-facing communication, while elevating both the brand and its leadership team within the industry.
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Tenure: 2023-2024 Agency: Idea Workshop
Client: Geosource Energy
Social Media Platforms: LinkedIn, Instagram Industry: Green Energy/Commercial Real Estate/Construction/Built Environment
