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Issue 1 | Spring Edition | 2026      BUILD MANITOBA
IMPACT BUILDERS
team. “They’re the yin and yang of the 
account,” Christina says. “We didn’t 
know that at first. We were just fumbling 
around and figuring things out as we 
went. But once you have both pieces  
in place, it becomes obvious why  
they matter.”
This balanced approach has helped 
Thor Plumbing cultivate nearly 12,000 
followers across Instagram and 
LinkedIn. The online exposure has 
also strengthened Thor’s presence 
among industry peers and reinforced 
its standing within the Manitoban 
community. Just as importantly, being 
online has put the company in front of 
people who might one day join the team.
“For example,” says Brown, “we helped 
Thor Plumbing hire an HVAC tech in two 
weeks after they’d been searching for 
six months. The guy told them he’d been 
with a competitor for 10 years, but he 
kept seeing Thor’s content and took it 
as a sign to switch. That’s the power of 
brand presence.”
“What we didn’t realize at first was 
how difficult attracting top talent would 
become,” adds Justin. “Where we used 
to rely on headhunters, we’re now 
leaning on our social media community. 
You put a post out and suddenly you 
have 500 people responding. It’s crazy 
how much that’s changed.”
STAYING TRUE TO THE NAME
Thor Plumbing has learned a great 
deal through its social media journey. 
Through years of consistent posting, 
listening to feedback and experimenting 
with content, the company has found a 
strategy that remains as engaging as it  
is authentic.
“The heart of our account is very much 
about showcasing the people in the 
trades,” says Christina. “We’re not trying 
to come across as a stuffy corporate 
account or have our content feel like 
advertisements, literally speaking to an 
audience of purchasers.”
“We’re not trying to sell anything,” adds 
Justin. “We just want to tell the story  
of Thor.”  
JOURNEYMAN MARKETING – MAKING CONSTRUCTION CLICK
With its focus on the construction 
industry, Journeyman Marketing has 
carved out a niche in social media 
marketing. Founders Cooper Wilson 
and Logan Brown launched the firm 
after spending five summers working 
with M.D. Steele, helmed by Cooper’s 
father, Richard Wilson.
“We made incredible friends there 
and fell in love with the culture and 
the people, the camaraderie, the work 
ethic, the pride in what they were 
building,” Brown recalls.
After studying digital marketing in 
Australia, the pair returned with a 
mission to apply their skills to help the 
industry better showcase its people 
and talent.
“We noticed the negative stigma 
toward the trades,” Brown says. 
“People looked down on construction 
workers, even though they’re doing 
essential work and working harder 
than most people I knew in corporate 
offices. So Cooper and I had this idea: 
what if we could use digital marketing 
to change that perception?”
More than two years later, Brown  
and Wilson have made good on  
that mission, working with companies 
like Thor Plumbing to craft strong 
online presences.
“Social media marketing is by far the 
highest-leverage marketing tactic 
any construction company can use 
right now,” says Brown. “The reach 
is unmatched, and it’s ideal for 
connecting with the next generation 
of workers and decision-makers who 
grew up on social media.”
For an industry raised on traditional 
marketing channels, investing in social 
media can feel like a pivot. But with 
each successful client, Journeyman 
continues to prove the value of 
showing up online.
“With social media, you control your 
story,” Brown adds. “You can build a 
brand that reflects the quality of your 
work without spending a fortune on 
traditional marketing.”
Photo courtesy of Thor Plumbing and Heating.
Follow Thor Plumbing & Heating on Instagram @thorplumbing22.

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