RIWI
Team: Ignite
Category: Education, Non-Profit
Published: Fall 2023
C / Client & Campaign
CLIENT
The Charles B. Rangel Infrastructure Workforce Initiative (RIWI) at CCNY
TASK
Effectively introduce RIWI to the right audience while being cost efficient
CHALLENGE
Low awareness in training space as it has just launched
O / Objective Research
COMPANY
Newly established, govt funded, patronized, and housed in CCNY
CATEGORY
Intense competition in primary and secondary space. Needs strong industry collaboration
CUSTOMER
Frustrated by the challenge of finding a clear career path amidst the uncertainties of adult life.
CULTURE
The stigma around blue-collar jobs thus vocational / trade school enrollment is historically low.
84%
did not consider trade school as a potential option
70%
does not have a college degree
61%
believes in a better future for themselves and their community.
44%
good salary & benefits influence employment decision
40%
believe that the best jobs give back to the community.
Primary Research
This study was conducted all across the USA, 259 respondents participated, 63% were 18-34 years of age, 70% were female, from households that make less than $60,000 a year
AI Tools used: Open AI - ChatGPT Pro, Microsoft - Copilot, Google Gemini,
SDRS, SIMMONS, Mintel
M / Market Insight & Strategy
AUDIENCE PERSONA
City dwelling unemployed, holding school diploma, sole provider for a multi-generational household, actively developing hard skills, and seeking guidance to establish a prosperous career.
Audience size 960,000
Trade School Students in the US are 16M, and the Ratio of the US population living in New York Metro Area (Halo of tri-state) is 6%.
PROJECT
A yearlong campaign to increase awareness, enrollment and establish an emotional connection with RIWI
MARKETING GOAL
Position RIWI as a pathway for infrastructure careers to local prospects who have low awareness of skilled trade programs
INSIGHT
Where people come from is a central part of their identity and there is a desire to build themselves up and give back to the community that they’re from.
MEDIA OBJECTIVE
Target reach to maximize awareness and Drive consideration with the intent of conversion
P / Plan the Media Mix
LOCATION
The New York metropolitan area and Halo
STRATEGIC FIT
In collaboration with community organizations, the audience has a strong support system in place
Budget
$1M
Out of Home
39%
Digital, Interactive and social
40%
Experiential
21%
Out of Home
Medium: Posters, Postcards, Brochures | Location/Distribution: Community organizations, Local high schools and colleges, NYC employment centers, Subway/Bus station 145th street and 125th street
Paid Social
Platform: Facebook, Instagram, Tiktok
Type: Animated Image/Gif, Reels & Stories
Digital Display
Platform: NYC Education Sites, Construction Job Site, Pinterest
Type: Targeted Synced Site
Search
Platform: Google, Bing, and Yahoo
Type: Optimized raking with keywords, page, and content
Digital Video
Platform: YouTube, Instagram, Tiktok, Facebook
Type: Cross Platform Video :5 & :15
Audio & Podcasting
Platform: Local radio collab, Apple Music, Spotify Music and Podcasts
Type: :5 & :15 Spot
Experiential
Platform: Harlem Week, Booth installation
Type: Engagement Activity, Admission Information
PR
Platform: Local Newspapers, Gala Dinner
Type: Article, & Print Ad and Event
A / Aligning Creative
The campaign emphasizes one keyword: BUILD as it connects the notion of trade, giving back to the community, and harnessing self-esteem.
Campaign Flight and Investment
S / Success Metrics
↑25%
Awareness
↑22%
Engagement
↑30%
Web Traffic
87M+
Impression
↑30%
in Enrollment
S / Strategy Optimization
Monitor and Evaluate
Monitor, track KPIs, assess
Stay Flexible and Agile:
Adapt, respond, pivot
Learn and Iterate:
Analyze, inform, improve.
