Brief: The Sector Skills Council for construction, CITB-ConstructionSkills, has responsibility for encouraging young people between the ages of 11-17 into the construction industry and promotes the range of careers and opportunities open to them.
Specific emphasis is also placed on challenging stereotypical perceptions of the industry so as to increase the number of female and ethnic minorities into construction careers.
Solution: Managing the organisation’s national recruitment campaign, Positive Image, for three years, recommendations were made to take an integrated marketing approach.
The campaign was adapted to maximise the opportunities provided by the changing habits of the young audience and a schedule of activity was undertaken at key times during the educational calendar:
– Website: a dedicated website bconstructive to outline the career options and provide advice
– Online Advertising: interactive banners on youth lifestyle sites and PPC
– Social Media: using key sites including Facebook, Bebo and MySpace
– Outdoor Advertising: printed and digital poster sites in schools
– Ambassadors: recent entrants into the industry were recruited to talk at events and on social media
– Public Relations: including national, regional and broadcast media
– Ezine: bAlert newsletter to keep potential recruits up to date
– Scholarships: Inspire Scholarships to provide additional support to overcome financial barriers
– Literature: in schools outlining career options
– Events: presence at key careers events such as the industry’s SkillsBuild
Results: The campaign consistently evolved to meet the latest trends and was an enormous success year on year. Designed to drive visitors to the website for further information, in one year alone Positive Image achieved 182% of website visitor targets, attracted over 12% of female Apprenticeship applications, and reduced acquisition costs by 94% since 2000.
Positive Image later won silver in the Transform Awards in recognition of the difference it has made to the sector.