Inspiring the next generation of Northwest construction workers.
For 100 years, the Oregon-Columbia Chapter of the Associated General Contractors (AGC) has served as the voice of the local commercial construction industry. 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. An Associated General Contractors (AGC) of America survey found 74% of firms predict a shortfall of qualified skilled trade workers in the next decade.
The AGC Oregon-Columbia Chapter enlisted our expertise to conduct research that informed a comprehensive brand strategy and communications program to advance its Build Oregon workforce development initiative. Build Oregon is an integral service that connects jobseekers to education, training paths, and employment opportunities in the skilled trades. Up against an outdated image that was not connecting with its target audiences, Build Oregon needed to adapt its brand and culture to attract Gen Z and millennials and create interest in its industry.
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 a member survey, 1:1 stakeholder interviews, focus groups of young skilled workers, a message mapping session, and a review of past programs. The result was a comprehensive research report that revealed that the look and feel of brand and marketing materials did not align with our target personas’ interests and career goals.
We then conducted a visual and verbal rebrand including logo and design system, photography, art direction 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 implemented a paid digital campaign encompassing a mix of highly targeted digital, mobile-first advertising across Oregon. 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:
- 4.5 million campaign views
- 44% increase in social engagement
- 2k+ referrals to local jobs and training programs