Creating a Direct and Compelling Concept
To reach the intended audience of young adults, educators, and parents, we had to focus in on a compelling concept and an easy-to-remember website address (machineutah.org). Taglines dialed in the essential points to present machining as an exciting and high-tech career: Be a Machinist, Where High Tech Meets Hands On, Learn + Earn = Future. These cornerstone messages were strategically used on all media and collateral.
Photos (& Videos) Are Worth a Thousand Words
As we scouted locations and potential interviewees, we knew this visual collateral would become the backbone of selling the campaign. While the photo shoots captured real machinists in their work environments, the video captured the pace of the work and offered great nuggets of wisdom from machinists (“it’s an art form,” “every day is different,” “you’re always learning”). The content lent itself to the production of six short videos.
Converting Visitors Into Program Applicants on Any Device
The website was focused on converting website visitors to submitting applications for the Machinist Apprentice Program. Crafting compelling and succinct content, we were laser-focused around converting as many website visitors as possible to complete the online application we developed for the program. In all, the website pulled in more than 700 applications and dozens of additional contacts during the campaign period.
A Message That Gets Noticed
Media budgets are always limited, so identifying key priorities is essential. Third Sun developed impactful visuals to support these objectives. Every marketing dollar spent on billboards, transit advertising, radio, social media, and email marketing was intended to get the most impact per dollar spent to speak to the variety of audiences (young adults, educators, parents) along the Wasatch Front.
Connecting Outside the Digital World
As our client’s staff worked STEM Fest and other high school career open houses, they needed items to draw young people to the events. We developed posters, rack cards, 3D printed logos, stickers, banners, and promo LED light carabiners for giveaways.
This project allowed us to flex our project management and creative muscles as we developed an entire creative suite — from branding to messaging, from web to print. Most importantly, we helped our clients reach their goals . . . and beyond.
Third Sun was a joy to work with. They did excellent market research, and helped us stretch our grant funding further than we ever thought possible. Their ideas were fresh and innovative, giving us a strong brand. I would recommend them to anyone!
Maddie Dahl, NUNTMA Chapter Executive
Visit Machine Utah