Case For Employee Branding and Industry Awareness
Reintroducing an essential industry to California and It’s Workforce.
The California Construction and Industrial Materials Association wanted a campaign that could be used across multiple marketing channels, reach several target audiences, and help with a long list of association goals. Our recommendation was to go big. Own it. And Building California Dreams… From The Ground Up was just the right message.
First and foremost, the marketing campaign message was a branding booster for the construction and building materials industry.
A Brandful Workforce
For those working in the industry, the campaign messages served as a pride booster and celebrated the importance of their work. Believability, making a difference, teamwork, were important themes for campaign messages and visuals to capture – as they were important to key workforce demographics. From the quarry grounds on up, these were the people helping make California Dreams a reality.
For Californians, going about their day-to-day, the message was an awareness booster and connected their here-and-now to the taken-for-granted work and materials needed for their quality of life and modern-day living in the Golden State.
Finally, as a new generation enters the workforce, the message was a relevance booster and an invitation to take a look at an industry that is dynamic, diverse, making a difference and filled with opportunity – Just like the California Dream.
A Case For Encouragement And Changing Lives From Higher Education
Closing the gap between attending college and graduating with a degree
This was a generation of students full of self doubt about attending college, let alone being able to graduate with a degree or certificate. The primarily non-traditional students at the college faced many other hurdles as well. Often slowing or stopping them completely from reaching their higher education goals.
Campaign messaging would provide positive reinforcement to students and potential students and highlight some of the programs and services available to help. Additional messages was directed to the general public and highlighted the positive impact college alumni have on the community. Finally donor messages highlighted successful programs making a difference thanks to donor support of underfunded critical programs.
YOU CAN! Two Words They Needed To Hear!
From an enrollment of 8,000 in 2010 to almost 16,000 students enrolled in 2018, in just a few years College of the Desert became California’s fastest growing community college.
The college enjoyed equal success with public funding when residents of the the nine desert cities the college serves unanimously voted and passed a $577 million bond for critically needed facility improvements and expansion.
Finally, the YOU CAN campaign helped increase donations to the College of the Desert Foundation. Campaign donations supported new and revised programs and services at the college. The Foundation also expanded student scholarships, child care and transportation support, as well as computer and other technology support for students in need. The work of the foundation was recognized in it’s #15 ranking among the most successful community college foundations, 2016.