You have the power to charge ahead.

This is one of the campaign statements which connects a prospective student’s aspirations to the training offered by our client, Electrical Joint Training Committee (EJTC).

When EJTC received government funding to attract more female and indigenous candidates into its trades training program, its leadership team chose to charge ahead on this initiative with Glacier Media Digital (GMD). This choice was as a result of GMD’s demonstrated success on a previous standalone recruitment campaign.

With this new focus on the quest for balance by communicating broader visibility for equal opportunities within the trades, GMD collaborated with EJTC’s leaders to refine the company’s brand statements and market positioning. With a new brand strategy in place, we then worked to strengthen its lead-generation and conversion funnels.

One of the primary campaign assets built was a microsite tailored to the target audience. We then developed and integrated an interactive quiz designed to take people through the decision phase, built a social engagement and ad lead generation campaign, as well as a refreshed creative brand to nurture leads.

The Results

  • EJTC has seen a big spike in information night attendance
  • The first post-campaign cohort was more than double the previous year’s total number
  • EJTC is now ranked #1 by number of Female Apprenticeships, according to the B.C. Industry Training Authority

Visibility and representation matters. Our work with EJTC further bolsters this declaration and we are just as dedicated in this mission as our clients are. Keep your eyes peeled on EJTC because we’ve got some awesome communication strategies that have yet to roll out.