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 a compelling data-driven approach, 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 drove 7.1 million impressions across a range of tactics in effort to prove 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.
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.
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.
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