Building Success for Skilled Trades: A Robust Digital Campaign

4x MarCom Award Winner

The Associated General Contractors (AGC) of Michigan represents construction professionals in our state, working together to support the industry. Collectively, members were all struggling with the same major issue: attracting and retaining talent. Initially, AGC contacted King Media to pitch an outdoor advertising campaign promoting a career in the skilled trades. We had something else in mind.

Knowing the target demographic was high school students and young jobseekers, an outdoor campaign would have been like building the campaign on shaky ground. A robust digital campaign that reached and resonated with our target was the way to go. For the foundation, we crafted a dynamic video to tell the story of construction careers. From there, we built a solid multi-pronged strategy for a three-month campaign, including interactive display ads, YouTube pre-rolls, Google AdWords and sponsored Facebook posts.

AGC YouTube Video
AGC Digital Display Ads
AGC - 195% Overdelivery, 88,439 YouTube Pre-roll Views