Strategic Messaging for Construction Leaders
Case Study: Clarity in Construction Communication
Client: Ron Caniglia, President of Point Associates, LLC
Industry: Construction Consulting
Service: LinkedIn Profile Optimization + Strategic Messaging
Meet Ron Caniglia
Ron Caniglia is a respected figure in the New England construction industry with decades of executive experience.
As the founder of Point Associates, LLC, and a trusted advisor to nonprofits, developers, and trade organizations, Ron has a wealth of knowledge—but his digital presence didn’t reflect it.
The LinkedIn Challenge
CHALLENGE
Despite his leadership roles and speaking engagements, Ron’s LinkedIn profile wasn’t working as a true asset. His messaging was packed with industry jargon that resonated with insiders—but not with the wider audience he aimed to influence.
He needed a profile that would:
- Attract consulting leads
- Reflect his legacy and executive presence
- Position him as a thought leader and mentor
- Feel authentic—not like a sales pitch
APPROACH
Carol Scalzo of Hit-the-Web Marketing led a LinkedIn Optimization Engagement that included
✅ Strategic messaging session focused on audience clarity
✅ Complete rewrite of his headline, summary, experience, and featured sections
✅ Optimized content for visibility, authority, and approachability
✅ Visual branding refresh: new banner image and content formatting
✅ LinkedIn content prompts to maintain consistency
Ron was gently guided to reframe long-held habits in professional communication—without losing his authentic voice.
Transformative Results
RESULTS
- Immediate clarity on how to position his consulting services
- Refreshed profile that better resonates with collaborators, nonprofits, and emerging construction professionals
- Improved visibility and engagement from industry peers
- Newfound confidence in using LinkedIn as a leadership and influence tool
"A Game-Changing Experience"
Ron Caniglia - Point Associates LLC
“Being in the construction industry for as long as I have, we think we are good communicators. Well, think again! Working with Carol Scalzo from Hit-the-Web Marketing, she didn’t rub my nose into my choice of words—she opened my eyes to who really understood them. It’s an eye-opening experience. Carol has a refreshing approach and handles it all with charm and grace! Give Carol a shout out, and you’ll be speaking with a new level of clarity in no time—reflected in all your social media platforms. Celebrate! Enjoy!”
READY TO SOUND LIKE A PRO ONLINE?
Is your LinkedIn profile working as hard as you are? Let’s turn your expertise into a magnet for opportunity.
👉 Start with a LinkedIn Profile Clarity Session
👉 Or go all-in with the Construction Clarity Presence Plan – just $150/month
📩 Schedule a free discovery call with Carol at Hit-the-Web Marketing
