The Situation
Seattle City Light’s Apprenticeship Program hired Team Soapbox to develop an engaging recruitment campaign geared towards increasing the representation of women and people of color in their apprenticeship programs.
THe Approach
Our approach to this campaign was to prioritize the voices of the audiences we aim to connect with. The work kicked off with creating comprehensive surveys, tapping into the insights of City Light employees from groups like Women in Power, Women in Trades, and Apprenticeship & Non-Traditional Employment for Women (ANEW). The goal was to unravel communication challenges, identify gaps, and pinpoint the needs essential for connecting with target audiences, all while crafting compelling campaign visuals and messaging.
The survey feedback highlighted the materials needed to authentically resonate with the very applicants City Light aimed to attract. To bring this authenticity to life, we enlisted the talents of a professional photographer, capturing real City Light employees in action. These images live in City Light's digital spaces, ads, brochures, flyers, and presentations.
To support a rebranding of the Apprenticeship Program, we developed a new logo and tagline that fosters inclusivity. Informed by survey insights and leveraging our communications expertise, we crafted a recruitment marketing strategy tailored for future use, keeping the needs of our target audiences front and center. Our comprehensive communications strategy extends beyond visuals and included recommendations for an ad buy across ethnic media outlets, social media engagement, partnerships with local organizations, event sponsorships, speaking engagements, and relationship-building opportunities.
