<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=1364609716911851&amp;ev=PageView&amp;noscript=1">

clients-ferguson

 

Building for the Future

With a labor shortage continuing to devastate the industry, Ferguson saw how the future of skilled trades could directly impact their business. So they approached Point To Point to create a Corporate Social Responsibility campaign with the goal of elevating the perception of a career in the trades. With compelling stats at our fingertips, we didn’t create content for a new audience—we created a new audience by showcasing not only who they are, but also who they could be. 

From a customer journey to concept creation and execution of a paid media campaign and microsite—we proved that there are increasingly lucrative career paths up for grabs, offering skilled trade workers the chance to earn and build a future all their own.

skilled-trades-pay

The Approach

Create data-driven content with compelling statistics targeted to 16–24 year olds, comparing the hard costs of a 4-year college degree to the cost of a trade school program and amplify the realism of what earnings really look like when you enter the workforce. The message: Skilled Trades Pay.

Advertising

FergCSR_Workpage_assets_v3Artboard 2

Microsite

FergCSR_Workpage_assets_v2.2Artboard 4
Artboard 5
debt-clock_3

The Results

noun_Cost Per Impression_2224025

7.1 Million Impressions

Across a range of tactics including advanced TV, Snapchat, and Paid Social with young adults and their parents, working to change the perception of the trades.