Inspiring the next generation of Northwest construction workers
One of the greatest challenges facing the construction industry in Oregon and Southwest Washington is the recruitment and retention of skilled workers to support rapid development across the region. The Associated General Contractors Oregon-Columbia Chapter (AGC) enlisted our expertise to conduct research that informed a comprehensive brand strategy and communications program to advance its Build Oregon workforce development initiative.
We worked with AGC’s member organizations and industry partners to establish a deep understanding of its audiences, communications channels and existing programs. Our team conducted primary research including a survey, stakeholder interviews and focus groups along with a host of secondary research. The result was a comprehensive research report that revealed the look, feel and tone of Build Oregon’s brand and marketing materials did not align with their target audience’s interests and career goals.
We then conducted a visual and verbal rebrand including logo and design system, core messaging, photography and videography. Grounded in the new brand platform and the foundational research, our team built an integrated marketing communications campaign.
The cornerstone of the campaign is a new mobile-first website that simplifies how to access skilled trade careers. Build-Oregon.com now serves as the ultimate hub for resources and information to inspire the next generation of construction workers. We then implemented a paid digital campaign encompassing a mix of highly targeted digital, mobile-first advertising. To speak authentically with our target audiences and reach them on their preferred platforms, we partnered with local TikTok and Instagram influencers in the construction space.
Our efforts exceeded client goals in the first year of the marketing campaign:
referrals to local training programs
increase in social engagement
Services provided for this project:
- Brand strategy
- Creative services
- Digital marketing
- Web development
- Social media
Awards: National PRSA Silver Anvil Award of Excellence for Brand Management, 2022; PRSA Oregon Best in Show, 2022