Summary
To build awareness of the unique opportunities made possible by Pennsylvania’s career and technical education (CTE), we worked with PSEA Council for the Advancement of Public Schools (CAPS) to organize extensive interviews and video shoots in two specially chosen schools in Bucks and Montgomery counties.
What we captured was a series of inspiring stories from both students and instructors showing the transformative force CTE can have in the lives of our communities’ next generation.
Capabilities
- Content Marketing
- Digital
- Social Media
- Video
Objective
CTE uses a fundamentally different approach to education that gives students a sense of purpose and connects them with a career they can be passionate about. With a combination of classroom learning and real-world, hands-on training by industry experts, students gain the necessary experience to progress to continued education or join the workforce directly. The story of this unique learning experience is told in the message of PSEA CAPS’ campaign.
The campaign’s audience was multi-faceted, intended to appeal to middle school and high school students, as well as their parents. As such, we crafted a bold, high-energy style for the campaign that would aid in the swift and straightforward delivery of its message.
The videos were used in a variety of paid media channels, including social and streaming video (YouTube and CTV).
The advertising campaign was scheduled for two distinct periods: one flight during CTE Month (in February) to increase general awareness and coincide with the start of the State’s annual budgeting season, as well as one in the fall to boost student open house attendance and enrollment.
Social media platforms like Snapchat, TikTok, and Instagram were key to reaching younger audiences, while Facebook, Instagram, Threads, and Nextdoor helped us reach the parents of these teens. Households with teenage children present were reached with cross-device (mobile and television) streaming video platforms including YouTube, Disney+, Hulu, Paramount+, Roku, Tubi, and sports networks.
Tens of millions impressions were delivered in the two flights, surpassing goals by more than 60%. A secondary effect was nearly two dozen new organic social media followers, especially from the parental audience on Meta’s network (Facebook, Instagram, and Threads), where CAPS maintains an active account, as well as increased engagement in comments, shares, saves, reactions, and outbound link clicks.
added funding for CTE in PA budget
Conclusion
Through our work with PSEA CAPS, we have helped to transform public perception surrounding CTE programs. Local CTE centers are experiencing a record number of applicants, and Pennsylvania has continually added CTE funding to the state budget.
We are honored to aid PSEA CAPS in their efforts to bolster support for public education, and we look forward to working on future campaigns that impact their mission.