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Puget Sound Electrical Joint Apprenticeship Training Committee (PSEJATC)

Services:
Advertising and Promotion, Collateral Development, Graphic Design, Media Buying, Message Development, Video Production

Power Up Your Career


Electrical apprenticeships and jobs are some of the best careers out there – they pay well, have great benefits and provide upward career opportunities. And yet, many women and veterans often don’t see themselves in these types of jobs.

Team Soapbox was brought on by the Puget Sound Electrical Joint Apprenticeship Training Committee (PSEJATC) to raise awareness of the electrical apprenticeship programs they offer to help recruit more women and veterans into the trade. PSEJATC is a non-profit organization that provides training for apprentices and journeymen in the organized electrical industry in King, Kitsap, Jefferson and Clallam counties.

With a quick turnaround of two months, Team Soapbox got right to work to research, concept, coordinate, design and submit all collateral for an advertising campaign. Add the fact that PSEJATC provides apprenticeship training in four counties in Washington State, a diverse set of advertising tactics needed to be used to ensure that we reached each region – as well as the area surrounding the Joint Base Lewis McCord area. And, with a modest budget, we needed to creatively and strategically stretch our dollars to reach as many individuals as possible.

Strategy
Team Soapbox wasted no time and immediately began researching viable advertising mediums that would appeal to women and veterans, and also would have a reach across the four counties and Joint Base Lewis McCord.

Over the short eight-week period we developed the concept for two videos – a 15-second video for advertising and social media and a longer 60-second video that could be displayed on PSEJATC’s website and at job fairs – coordinated two photo and video with a diverse group of female PSEJATC apprentices,
wrote the copy and oversaw the development of a radio advertisement, designed the artwork for several large print advertising buys, and designed recruitment posters and business cards for PSEJATC.

Results
• We produced a 15-second video that was shared with viewers in south King County, Kitsap Jefferson and Kalama counties through a variety of mediums:
o Cable Television: The video ran on the top five cable television networks viewed by females in South King, Jefferson and Kitsap counties.
o Movie Theatres: The video played in the four theatres surrounding the Joint Base Lewis McCord base before every movie, and at every showing time.
o Washington State Ferries: The video played on the video screens on Bremerton, Bainbridge and Edmonds ferry routes
• Using the images from the photo shoot, Team Soapbox coordinated and designed large scale print advertising to attract to a diverse set of women.
o Print advertising included a billboard along I-5 in Fife and large scale posters displayed on the Bremerton, Bainbridge and Edmonds ferry routes.
• We wrote the script, managed the voice talent, oversaw the creation of composed music and organized the advertising buy for a 15-second radio advertisement.
• We designed recruitment collateral materials for PSEJATC – a 11x17 poster and business card – that staff can display and distribute at job fairs to encourage women and veterans to enroll.

Videos



15 second PSA

60 second PSA