Agenda • Quick Poll • Report Out • Your Resources
Quick Poll - Media Diet
Menti Meter Open www.menti.com on your phone or laptop Enter code 23 23 37
Apprenticeship Evolution Campaign
USDOL Grant CDLE/CWDC spent $200,000 of a U.S. Department of Labor and Employment grant to promote apprenticeships. Apprenticeship Evolution Budget Item Company/Organization Cost Interagency Contract CWDC/CDHE $70,000 PSA Media Buys Colorado Broadcasters’ Association $60,000 ($15K/month) Advertising Cactus $65,000 PSA Production Assets Colorado Office of Government, Policy $ 5,000 and Public Relations Total: $200,000
Project Goals 1. Launch a statewide campaign to promote apprenticeships using funds from the USDOL grant. 2. Set foundation for future BEL Commission communications work. Key deliverables • Communications plan • Communications roadmap • Collateral and support material
Communications Goals and Strategies Key Goals • Change perceptions of apprenticeships among students, adult learners and business owners • Increase understanding of, interest in and participation in existing programs • Increase interest in, understanding of and drive adoption among new businesses • Communicate outcomes to secondary audiences Key Strategies • Launch statewide PSA campaign and accompanying microsite • Pursue paid and earned media opportunities • Leverage agency/organization social media channels • Craft unified messaging that informs collateral and resources
Key Audiences Primary: Youth, adult job-seekers and business leaders Secondary: Influencers (parents, counselors, policymakers community members, etc.)
Television and Radio (through August)
Digital Metrics (As of Sept. 13, 2018) Digital views: 2,720,981; 69% VCR Facebook views: 176,583; 90% VCR Twitter views: 62,491; 25% VCR Total online paid media views: 2,960,055
Website Metrics (As of Sept. 26, 2018) Pageviews Breakdown Visits Homepage: 54.85% Job Seekers: 33.68% • 4,175 unique visitors Youth Apprenticeships: 6.82% Employers: 3.61% • 3,272 unique visits Youth Employers: 1.04% • 6,618 total pageviews • Averaging about 175 visits a day since campaign launch
Website Metrics (As of Sept. 13, 2018) Clicks • 27 webform submissions • 1,796 button clicks • “Find a program” – 1,066 clicks
Complementary programming August 13: Sam Walker guest spot on Apprenticeship Jobline with 9News September: Workforce Development Month November 12-16: National Apprenticeship Week Ongoing: Community outreach and training
Your Resources
Communications Resources • Talking points • PowerPoint with embedded notes • Social media graphics and sample posts
Future communications • What are the biggest barriers to WBL adoption? • What kinds of campaigns do you want to see? • Who are some latent audiences we should speak to?
Questions?
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