5 Professional Land Surveyors of Oregon | www.plso.org From the PLSO Office Ronnie Jacko ronnie@llmpubs.com | 503-445-2234 during the summer, which was hosted by David Evans & Associates and AKS Engineering & Forestry. We also recognize difficulties you’ve had filling enough positions to keep up with your workloads and liabilities taken on from equipment theft. Like most things in life, these are all interwoven together to create a complex tapestry of our profession and PLSO’s role in it. One such thread we’ve been pulling at is something I’ve spoken to you all about before, which is being better at marketing online to our younger generations. The topic also came up when Pat Gaylord participated in the recent task force whose report we published in this magazine last year. And just like a surveyor, I start most projects by research and a budget, of course. We raise money each year at the auction for scholarship and outreach and through our sales of the “Eat. Sleep. Survey.” t-shirts. I made sure to follow a mix of influencers that I thought made sense to partner with. Obvious connections we made were with Arizona’s very own Lady Land Surveyor on Instagram (@ladyland_surveyor), who has mentioned us a few times. If anyone here knows Farrah Etcheverry, you know what an enthusiastic personality she is, and as a working mother, part-time student, and small business owner along with her dad, she is a wonderful role model to promote women in the profession. Our newest partner that we worked with this year is a man named Aaron King, who is an expert in storytelling marketing and runs an account called DeepSnap on multiple platforms. Throughout history, storytelling has been about creating emotion and connection through culture. Storytelling marketing is about having the viewer find an emotional connection with your brand without directly “selling” or “promoting” to them. In our case, the feeling we want our audience to leave with is aspirational. Our demographic is Gen Z, the most diverse generation in history, who wants a career I saw a group of people with keen situational awareness who aren’t afraid of something getting a little hard. I saw problem-solving at work. that fits their lifestyle and to work for a company that has strong company values. As you know, there are different pathways to work in our profession, whether you go to college or go straight to work. The profession needs both and we know you need technicians now, so we decided to tell Antonio’s story, who is a party chief for Branch Engineering in Eugene. At the annual meeting, I showed the full length video, which is three minutes and 29 seconds long. But we will be working with Aaron on creating bite-size clips for TikTok and Instagram. The intent of this video is to whet their appetite to want to know more. The Careers and Education page of our website provides more in-depth details about education, Scholarships, the CST program, and other organizational videos, such as those from NSPS. To see the clip, you may see it on our Facebook (facebook.com/Professional LandSurveyorsOfOregon) or Instagram page (@plso_1959). This new year is starting off with promise. The Pioneer Chapter will be talking to students at the NW Youth Careers Expo and the Rogue River folks will be answering questions at the Careers in Gear Fair. PLSO will once again sponsor the ACTE Conference and continue to build relationships with teachers throughout the state. I’m looking forward to it already. We have a story to tell.
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