We used a robust fact-gathering approach, with interviews, focus groups with all audiences, and surveys, to ensure that we remained totally on track with messages and media. We learned with certainty, the pain points, hot buttons, and motivators of our target audiences in order to create the kinds of authentic and truthful messages that resonate with each of them.

We produced a multi-channel campaign consisting of digital media and print ads, outdoor and other out-of-home media, targeted collateral, media outreach, social media posts, videos, and targeted direct mail. These materials include, where feasible within budget constraints, specific messages to specific audiences in media that target those audiences (e.g., “construction is actually a great career for women” message in a female-oriented magazine, on the website, in videos, and on social media).

Build Your Career Tool Kit: A critically important component in the campaign is a comprehensive Build Your Career tool kit containing useful materials such as video, photos, ready-to-print items and customizable templates. For use by the individual NC Community Colleges, the tool kit will extend the reach of the campaign.

Build Your Career Ambassador Program: Another key component is the Build Your Career Ambassador Program. Our surveys to date have told us that information sessions and career fairs, where employers are brought to the campus or surrounding area, are most effective in engaging students and other participants in construction pathways. – “The sessions give prospects the chance to ask questions, which is very helpful in their decision-making process.” These sessions were also on the top of the list in engaging parents and garnering their support for training and employment opportunities.