Build MN

Workforce Development Campaign

Developed a strategy and brand to recruit more people into the construction trades. Today more than ever, America needs men and women who will build. The current labor shortage in the building trades is projected to grow, which means those who join the trades will be paid more, receive more benefits and enjoy better lifestyles than at any other time in history.

Challenge + Strategy

We partnered with BATC – a local building association – to develop a long-term strategy and campaign to recruit more young men and women into the construction trades.  The strategy was focused on highlighting the potential for career and skill growth with young men and women who wanted more freedom and independence in their job choices.

Brand Creative

We developed a brand that would resonate with the audience and show a sense of pride in their choice.  The Build MN brand was designed to showcase how by being a part of the trades, you’re giving back to the community you’re part of. We focused on the team aspects of construction crews and how bonds are formed in these units.  The website, social media, and event outreach was all focused on highlighting the data that most of these young people didn’t know about the construction trades.