This ain't your grandpa's tech school.
Oklahoma CareerTech connects students of all ages with the hands-on experience and certifications needed to land the well-paying jobs that keep our economy humming.
In the late 1990s, the agency rebranded from Vo-Tech to its current name. And while the CareerTech brand is decades old, research has shown the change never landed with most people. Furthermore, many believed technical education was “for other people’s kids” – kids who “aren’t college material.” But those perceptions couldn’t be more wrong.
Over the course of several years, ICG has worked with Oklahoma CareerTech on an ongoing, ever-evolving brand awareness campaign to change how people think about technical education in Oklahoma.
The 2022 campaign began with a simple universal truth: the idea people think of themselves first. Our centerpiece, DO YOU, used a longer-form video format and starred Alessia, CareerTech’s fictional “Doer in Chief.” With a fun tone and casual approach to storytelling, Alessia showcased the hands-on experience and countless career opportunities available to doers of all stripes.
Pride in the Hustle
The roots of the current campaign stretch back several years. It all began with some pretty intensive market research to establish baseline perceptions and test a variety of messages. The results gave us a clear mandate – we wanted to create a greater sense of accomplishment to the CareerTech system. By turning the focus to the rewards of hands-on hard work and promoting the high earning potential, the Pride in the Hustle campaign brought the life and energy previous campaigns lacked. And to keep the campaign fresh, visuals continue to evolve every year.
Using streaming media such as OTT, podcasts, and social media, we are able to distribute the campaign statewide for a fraction of the cost of traditional broadcast media.
Powered by CareerTech Website
The campaign website served as the collective home for video content submitted by tech centers across the state. A campus directory showed the breadth of the Career Tech network and connected visitors with centers that offered programs of interest.
United in the Hustle
In addition to raising awareness of the statewide brand, the campaign needed flexibility for cobranding purposes. Dubbed “United in the Hustle,” the visual identity is also used to cobrand individual tech centers.
Super Bowl Spot
Despite fragmentation in the media landscape, event TV still draws viewers. And the biggest night in football still reigns supreme as a high-impact way to deliver your message to the masses. We aired this spot during Super Bowl LIV.
With that many eyes watching, the spot sparked conversation on social media. Lt. Governor Matt Pinnell even chimed in with his show of support.
Each year we make progress to a wider, better perception of CareerTech in Oklahoma. The work continues.