Optimum West

Challenge

• The ITA is the government body mandated to oversee and develop the trades training system in B.C. In light of the current skills shortage, there is an urgent need to raise awareness of the skilled trades and promote the benefits of a career as a tradesperson. There is a particular need to promote the trades to high school students, and in doing so, challenge the stereotypes associated with the more recognized trades.

Solution

• Optimum developed a comprehensive communications plan, using Cossette’s convergent capabilities to reach B.C. youth the most effective way possible. Qualitative and quantitative research was conducted with high school students to clarify existing attitudes regarding careers and identify major influences. In addition to gaining a better insight into current trends and ‘hot buttons’ among this demographic.
• Based on this research, the core of the campaign was developed as a youth-focused website. This was designed as the informational hub to which all other promotional elements would feed back. Prior to initiating website design, Optimum engaged sister agency Identica, to develop a logo and design direction for the campaign. The Skilled Life was decided upon as the campaign brand, with BC students invited to join ‘The Skilled Life’ and enjoy the good life. The website URL was secured as www.theskilledlife.com
• Optimum oversaw the planning, design and build of the website by sister agency, Fjord Interactive, ensuring that key messaging, tone and approach were consistent and aligned with ITA objectives. As the site was developed specifically for a youth audience, it was designed to be highly interactive and engaging, with a strong focus on user-generated content and participation.
• Several additional campaign elements were developed to augment and compliment the website. A partnership was formed with the Vancouver Film School to have students produce video ads which are featured on the site. Promotional posters, buttons and brochures carrying messaging from the site were produced and distributed via direct mail to all secondary schools in B.C. Large banners were produced to promote www.theskilledlife.com at career fairs across the province, along with buttons, brochures, and website access via mobile laptop stations.
• Optimum held a press conference to launch ‘The Skilled Life’ campaign to coincide with Skilled Trades Day in Canada. The event was held at Vancouver Technical Secondary School and featured addresses from the Hon. Colin Hansen, Minister of Economic Development; a student currently enrolled in a trades training course; and a special message from Mike Holmes, from the hit TV program Holmes on Holmes.

Results

• The launch press conference resulted in quality coverage in The Vancouver Sun and The Province, in addition to several community newspapers across B.C. All major Vancouver broadcast news outlets attended the event.
• At the time of writing, website visit statistics are only available for the time period prior to any proactive promotion of ‘The Skilled Life’ website. Despite this fact, as of mid-January 2006, www.theskilledlife.com has seen 3,444 visitors, with almost 1,000 of these visitors returning to the site again. These visits have been generated purely through word of mouth.