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Advertising Campaign The third round of mass media advertising for the Skilled Trades: A Career You Can Build On campaign will begin on September 19 and run until October 21st to capitalize on " back at school" time. Two phases have been completed since the campaign launch: September/October/November 2004 and April/May 2005. We have had very positive feedback from our partners on the effectiveness of the commercials within their regions, which is exactly what we hoped to achieve! After reviewing the mediums that have proven to be most effective in our initial advertising, we have selected television, radio, cinema and on-line advertising to communicate skilled trade opportunities with youth across the country. Selected for their reach, TV ads were placed primarily with the Specialty Channels - YTV, Much Music/Musique Plus, and Teletoon - as well as mainstream media during popular programming such as the Simpsons, Survivor, Fear Factor, Malcolm in the Middle and Canadian Idol. We also placed ads on youth oriented radio stations across the country, as well as in over 500 Famous Players cinemas and Empire Theatre in Atlantic Canada.
Print advertising targeting parents and educators will continue to run in MacLean's, Chatelaine, Canadian Living, L'Actualité, Teach, and Parent magazines. Furthermore, advertising aimed at employers began in select trade magazines in April 2005 and will continue through until the end of November. Ipsos Reid recently completed a study on Attitudes and perceptions with both youth and parents. It was satisfying to note that all three of our commercials were viewed very positively and those viewing them felt they had learned something about careers in the skilled trades. Partnerships Sincere thanks go out to our many partners who have actively supported the campaign's objectives and distributed its messages among their stakeholders. Among these partners are many media outlets that have committed additional coverage for advertisements and editorials. As well, partners such as Canadian Automotive Repair and Service (CARS) Council, the Construction Sector Council, the Wood Manufacturing Council (WMC/CFB), Automotive Industries Association of Canada (AIA Canada), and all our provincial Apprenticeship Authorities and Skills Canada offices, have been actively involved in promoting the campaign to their constituents. Heading into its second year, the campaign's ongoing partnership with Much Music/Musique Plus has also been very rewarding. In addition to running our Skilled Trades: A Career You Can Build On campaign ads, the television station has committed to providing additional value to the partnership by independently developing a 30-second commercial promoting the Much Music/Musique Plus Scholarship Contest, which consists of 26 - $500 Skilled Trades Scholarships. The contest, which runs from September 19th - October 17, 2005, invites youth from across Canada to visit the Much Music/Musique Plus website in order to apply for one of the scholarships, as well as to learn more about the campaign. Furthermore, Much Musique/Musique Plus are in the process of developing a campaign micro-site that will promote trades and apprenticeship opportunities, and most importantly, direct traffic to the www.careersintrades.com website. This year, a new campaign partner has also provided an exciting addition to the Scholarship Contest. Canadian Tire Corporation has committed to supporting trades and apprenticeship training opportunities by offering 26 - $500 gift certificate for tools. These gift certificates will be offered to one male and one female participant from every province and territory in Canada. Since the beginning of the campaign, we have secured over $1.5 million in partnership value, and will continue to focus our efforts in this area over the next few months. Website Over 200,000 people have visited our campaign website since its inception. The numbers of visits always increased dramatically during the advertising cycle, so we can expect a jump in visits come September. The average time spent on the site is five minutes, which is very impressive. Our partner organizations, the Canadian Apprenticeship Forum - Forum canadien sur l'apprentissage and Skills/Compétences Canada also report a significant increase in business during the same periods. The website was recently updated with new information for the media, new reports and new profiles. The updates will continue on a quarterly basis. Campaign Materials Demand for campaign materials continues to run high. To date, we have distributed over 400,000 brochures, 26,000 posters and 500 copies of the commercials from coast to coast to coast. Through the distribution of these materials, we estimate having reached an audience of over one million youth, parents, educators and employers at schools, employment and resource centres, trade fairs, employer groups, government offices and associations across the country. Once again, this summer, our campaign materials were displayed in all Youth Employment Centres across the country. This fall, over 14,000 educators will receive sample materials in a mail out from the Canada Career Consortium. With the fall round of school programs and trade fairs about to begin, demand should be even higher. The on-line order form has proven to be a very effective tool. Anyone needing materials should order soon. The Employer Toolkit was distributed to all Apprenticeship offices, Skills Canada offices and to members of the Alliance of Sector Councils. Additional efforts will be made in the coming months to encourage more groups to distribute the materials in their employer outreach campaigns. Regional Programs The results of all consultations with the provinces and territories are now posted on the campaign website, along with a summary report of the significant trends that re-occurred across the country. In early summer, regions were invited to submit suggestions for program ideas to meet the gaps identified during these consultations. A larger than anticipated number of submissions was received, with some excellent ideas presented. It was interesting to note that frequently a program need that was identified in one area, also surfaced in another. We are now in the process of fleshing out some of these concepts to determine how best to move forward to meet the maximum number of priorities within the constraints of our resources. We will be developing these new program ideas over the coming months; we expect to roll out the new initiatives early in the New Year. For more information about "Skilled Trades - A Career You Can Build On", please contact Jose Lacasse, Office Administrator, at (613) 235–4004 ext. 206 or via e-mail at jose_lacasse@caf-fca.org. Advertising Campaign The Spring 2005 advertising campaign for the “Skilled Trades – A Career You Can Build On” campaign began in mid-April for five weeks, ending May 20th. Advertising targeting Youth was placed with specialty television channels, as well as some Global and CTV programming. Radio advertising was purchased in all major cities in every province and territory. As well, on-line Banner ads and cinema advertising through Famous Players theatres (Empire Theatres in the Maritimes) ran for the same time period. Advertising targeting Parents appears in May issues of Chatelaine, Canadian Living, MacLean’s and L’Actualité magazines. Ads directed towards educators appear in both May and June issues of Educator magazine. Advertising to employers is running every month in 12 trade magazines targeting Manufacturing, Construction, Transportation and Service industries. Another complete run of ads is planned for mid-September 2005. Regional Programs Consultations have been completed with all provinces and territories with the exception of Nunavut. Reports have been produced for each session, as well as a summary report. These have been posted on the campaign website at: http://wwwin.careersintrades.com/reports/. Although there were some differences in the challenges facing the various jurisdictions, there was agreement that more work needs to be done to convince Employers, Educators and Parents of the benefits of apprenticeship and skilled trades careers. In order to assist the provinces and territories to address their needs for skilled trades career promotion, a request has gone out for program ideas. Each provincial/territorial Apprenticeship branch and Skills Canada office has received an outline requesting ideas for new or expanded programs. Deadline for submission is the end of June. It is hoped that a few new programs can be developed by the campaign and delivered to the field for their use. Another initiative currently underway is the gathering of Exemplary Practices for promoting careers in the skilled trades. During the consultations, many program examples were collected. A short list of selected Exemplary Practices will be posted on the campaign website once they have been vetted by the jurisdictions. Employer Program An Employer Benchmark Survey was conducted this spring. The goal was to identify employers’ awareness and attitudes about hiring and training apprentices. Over 1,000 employers covering the four industry sectors covered by the campaign were interviewed by telephone. The results are currently being analysed, but initial findings indicate a lack of awareness about the program and its benefits, though the attitude is generally positive. An Employer Toolkit has now been developed and is available for use by the regions in promoting the importance of hiring and training apprentices to employers. This generic kit is designed so that a local region or an industry sector could add materials specific to their area. The need for such a Toolkit was identified during the regional consultations. Another new initiative currently under development is an Employer Recognition program. The first phase of the recognition program will be a turnkey program outline including suggested criteria, nomination process, sample letters, press releases and certificate. This could be downloaded from the website by any regional group. A new presentation, suitable for trade and business association meetings will also be developed. This will be used to spread the word through the key associations about the benefits for employers of apprenticeship programs. Another important program will be the development of a seminar module designed for Associations to use on their own to run workshops promoting the hiring and training of apprentices. Trade and industry associations will be a key vehicle to reach the employer audience. Another key focus of the Employer Program in the coming months will be an increased emphasis on media relations. The campaign will aim to increase exposure with both mainstream media and the trade magazines. Regular articles will be submitted for publication and a more aggressive program of media contact for interviews will be undertaken, along with more frequent media releases. The Media section of the website will be enhanced to offer more profiles, story ideas, FAQ’s, a new “Myths and Realities” backgrounder addressing some of the misconceptions about the skilled trades, Champion Profiles and general information to media. The Media Relations strategy will also focus on the other target audiences for the campaign, youth, parents and educators. Partnership Program The campaign team will be working with key trade and industry associations and a select group of corporate partners in an attempt to leverage the campaign messages and reach. Ten potential corporate partners have been identified and meetings will be held with each to determine their interest in promoting our message to their franchises, suppliers, and the public. Another group of trade associations will be the focus of similar efforts to raise the profile of our work. In addition, partnerships will once again, be sought with the media organizations involved with our advertising program. February 2005 - Current Status First round of mass media advertising The first round of mass media advertising for the “Skilled Trades: A Career You Can Build On” campaign has now been completed. TV ads were placed primarily with the Specialty Channels. YTV, MuchMusic, MusiquePlus, and Teletoon were selected for their reach as well as the programs of the Simpsons, Survivor, Fear Factor, Malcom in the Middle and the final of Canadian Idol. Print advertising ran in MacLean’s, Chatelaine, Canadian Living, L’Actualité, Teach, Verve and Fuel magazines. The television campaign registered nearly 17,000,000 impressions for youth; radio garnered another 24,000,000 impressions; cinema added 4,900,000 impressions; on-line impressions accounting for another 10,000,000 impressions; and print resulted in another 20,000,000 impressions. Furthermore, the campaign calculated another $750,000 of bonus advertising from all media sources. Promotion campaign material distribution Interest in the campaign remains high. Over 200,000 brochures and posters have been distributed to schools, employment and resource centers, employer groups and associations. Next Steps Plans for the spring of 2005 include:
Visit: www.careersintrades.com
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To obtain a copy of these works in an alternate format, please contact info@caf-fca.org.
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