Sheet Metal Institute
We partnered with Sheet Metal Institute to rebrand SMI as a modern, forward-thinking training center. The campaign resulted in a streamlined application process, an increase in female applicants, a significant boost in website traffic, and enhanced social media engagement. Notably, SMI, one of 150+ union sheet metal apprenticeship training centers in the United States, emerged as a leader among its peers by being an early adopter of this innovative recruitment strategy. Their proactive approach set a benchmark for other centers to follow, positioning SMI at the forefront of modernizing trade recruitment.
Services Provided: Marketing Strategy, Visual Storytelling, Recruitment Marketing, Website Design, Copywriting, Photography, Graphic Design, Social Media, Videography
Associated General Contractors Oregon-Columbia Chapter
We collaborated with AGC to transform a series of trading cards featuring skilled professionals into 10 engaging videos. In these recruitment videos, real tradesmen and women shared their personal stories, highlighting their roles, average pay, benefits, and job descriptions. The videos were designed to resonate with young audiences and were shared at high schools, pre-apprenticeship programs, and outreach events, as well as on social media platforms. The recruitment campaign increased awareness and generated positive engagement across both in-person and digital platforms, contributing to a stronger pipeline of skilled workers for the industry.
Services Provided: Marketing Strategy, Copywriting, Videography
Sheet Metal JATC San Diego
We worked closely with SMJATCSD to develop a clean, modern brand and designed a new recruitment-focused, educational website dedicated to the sheet metal trade and its benefits. The website featured a streamlined online application process with clear step-by-step instructions, a class catalog for night and weekend upgrade classes, and professional imagery of real students, building projects, staff, and the training center. This visual storytelling was central to the web design, showcasing the program’s strengths. The new website became the main recruitment tool, saving the training center countless hours previously spent processing paperwork.
Services Provided: Branding, Website Design, Digital Application Process, Content Creation, Social Media Management
Oregon Tradeswomen
We partnered with Oregon Tradeswomen to help expand their Trades and Apprenticeship Career Class into Lane County, Oregon. By leveraging strong relationships with local workforce development professionals and stakeholders, we executed a comprehensive marketing strategy. The campaign combined shared, owned, earned, and paid media, including public relations, social media outreach, and email marketing, to generate interest and drive applications. As a result, OTW received hundreds of inquiries, leading to 40 applications, 35 acceptances, 25 enrollments, and 22 graduates.
Services Provided: Public Relations, Relationship Leveraging, Social Media, Email Marketing
Linton Engineering
By leveraging social media, we launched a “Top 20 Projects” countdown to highlight two decades of success, paired with a LinkedIn subscription newsletter, “Our Journey to 20: A Look Back,” to enhance visibility. Equally important was the inclusion of employee spotlights, shared outside of the newsletter and within the regular post feed. The campaign, which ran for 20 weeks, featured custom graphics and a 20th-anniversary logo, all designed to celebrate the firm’s achievements and talent. The campaign resulted in a 15% increase in LinkedIn followers and 275 newsletter subscribers.
Services Provided: Marketing Strategy, Content Creation, Graphic Design, Social Media Management
Western Washington Sheet Metal JATC
Our team collaborated closely with Western Washington Sheet Metal JATC to redesign their website, creating a modern user experience that engages potential apprentices. Through visual storytelling and professional imagery of real people, building projects, and active worksites, the site effectively captures the essence of the apprenticeship program and the sheet metal industry. Updated branding further strengthens the program’s unique identity. As a result, the website has streamlined the application process and serves as a comprehensive educational resource, offering detailed information about the training and benefits of the trade.
Services Provided: Branding, Photography, Website Design, Content Creation, Visual Storytelling, Digital Application Process
Springfield High School
Second Story Marketing Group was brought in to produce a 3-minute promotional video highlighting the 9 CTE programs offered at Springfield High School, including Automotive & Diesel Technology, Graphic Design, and Welding & Metal Fabrication. The video targeted hands-on learners and was also translated into Spanish for broader accessibility. The video was successfully used in middle school orientations to introduce students to CTE options as they entered high school. The engaging format effectively reached the intended audience, enhancing the school’s promotional efforts.
Service Provided: Videography