Industry Training Authority
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Creating a suite of products to promote trades to young people in B.C.
- market research
- creative development
- branding and design
- content development
- production and print management
“The Junxion team worked diligently to meet our expectations for a high quality, visually appealing, audience-specific resource. 30,000 copies were sent to B.C. high schools within our projected timelines, and from all accounts, the resource is a smashing success.” - Jessi Zielke, Director Youth Initiatives
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.
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.
