Industry Training Authority (ITA) - Top in Trades program
Challenge
- In light of the current skilled labour shortage in B.C., there is an urgent need to raise awareness of the skilled trades and promote the benefits of a career as a tradesperson.
- Stereotypes associated with the trades are still acting as a barrier to entry. These misperceptions need to be addressed, to eventually elevate trades training to the status of a university education.
Solution
- Optimum initiated a partnership between the ITA and the Pacific Newspaper Group (PNG) to execute a promotional program that involved both editorial and advertorial content.
- An innovative awards program was collaboratively developed to showcase and celebrate B.C.’s top skilled tradespeople.
- Nominations from the public were called for in The Province and Vancouver Sun newspapers, community newspapers across B.C., and PNG online properties.
- A high-profile judging panel selected 12 winners based on a range of criteria. Each winner received full-page editorial profiles in The Province newspaper. Winners also received a bursary to donate to the trades training course of their choice.
- Full-page ads congratulating all winners appeared in The Province, The Vancouver Sun and B.C. community newspapers to round off the program.
- All winners were recognized at an awards reception at the completion of the program.
Results
- The program’s unique blend of editorial and advertorial was a first for PNG, and was deemed a great success by the organization.
- Over 200 nominations were received from across the province, featuring both men and women from a range of trade backgrounds and regional locations.
- Reaction to the program from industry and the public was extremely positive, being widely regarded as a groundbreaking initiative for the trades in B.C.
Tamara Pongracz, Red Seal Certified Plumber, Chief Instructor, BCIT Trade
The Province Top in Trades Contest