Creating a suite of products to promote trades to young people in B.C.
The Industry Training Authority (ITA) is a provincial government agency responsible for B.C.’s industry training and apprenticeship system. Junxion Strategy was engaged to create a suite of products to promote trades opportunities in B.C. and encourage youth and employers to participate in the ITA’s youth trades apprenticeship programs, which had low awareness.
How we helped
- Market research
- Creative development
- Branding and design
- Content development
- Production and print management
Challenges included innovatively marketing the benefits of trades careers; successfully reaching a young, easily-jaded audience; making it easy for busy educators to introduce new materials; and easing the concerns of B.C. employers about hiring youth.
With these objectives in mind, Junxion started by conducting qualitative market research with high school students. Using insights from the research, we produced a strategic publication for Grade 10 students titled You & the Trades. Designed to engage, inform and inspire young readers, the publication used design elements and language that reflected youth culture and created excitement about ITA’s program.
Junxion also created an easy-to-use teacher’s guide for Grade 10 career-planning courses, and created a 30-minute interactive slide presentation to support facilitators delivering trades careers presentations to youth in Grades 6-12. Slide presentation materials were dynamic and lively, designed to stimulate curiosity. Finally, Junxion created an employer brochure to address employers’ concerns about hiring youth, and promote the benefits of the ITA’s programs.
Case Study: Industry Training Authority
Creating a suite of products to promote trades to young people in B.C.
The Industry Training Authority (ITA) is a provincial government agency responsible for B.C.’s industry training and apprenticeship system. Junxion Strategy was engaged to create a suite of products to promote trades opportunities in B.C. and encourage youth and employers to participate in the ITA’s youth trades apprenticeship programs, which had low awareness.
How we helped
Challenges included innovatively marketing the benefits of trades careers; successfully reaching a young, easily-jaded audience; making it easy for busy educators to introduce new materials; and easing the concerns of B.C. employers about hiring youth.
With these objectives in mind, Junxion started by conducting qualitative market research with high school students. Using insights from the research, we produced a strategic publication for Grade 10 students titled You & the Trades. Designed to engage, inform and inspire young readers, the publication used design elements and language that reflected youth culture and created excitement about ITA’s program.
Junxion also created an easy-to-use teacher’s guide for Grade 10 career-planning courses, and created a 30-minute interactive slide presentation to support facilitators delivering trades careers presentations to youth in Grades 6-12. Slide presentation materials were dynamic and lively, designed to stimulate curiosity. Finally, Junxion created an employer brochure to address employers’ concerns about hiring youth, and promote the benefits of the ITA’s programs.