For over a century, VoTech and CareerTech Systems across the country have been helping students of all ages gain the training, education, and certifications required for gainful and meaningful employment. Roughly 20 years ago, Oklahoma rebranded their statewide agency from Oklahoma Vo-Tech to Oklahoma CareerTech. While this change occurred over two decades ago, multiple research firms have reported that the number of Oklahomans that recognized the “CareerTech” brand was still low and reflected no change from year to year. In order to increase brand awareness, OK CareerTech partnered with ICG to launch a statewide awareness initiative.
To begin, we started with more direct messages and visuals. Examples include phrases like “More than Vo-Tech. CareerTech” and “CareerTech. The artist formally known as Vo-Tech.” By using the two names together we were able to leverage the high brand awareness of vo-tech and allow people to make the connection between the two.
Our next approach was to create a greater sense of accomplishment through the CareerTech system. Too often people think of CareerTech as “for other people’s kids” or “for kids that aren’t college material.” We addressed this by promoting the high earning potential from CareerTech programs, real hands-on learning opportunities and the feeling of pride you get from doing your craft. Messaging such as “Pride in the Hustle”, “Strive” and “Get Skilled. Get Paid” helped provide the energy previous campaigns were lacking.
Finally, we got our message out to the public through outdoor, OTT media such as Hulu, Youtube and a heavy social media campaign on Facebook and Instagram. Because this campaign was statewide, it was important to us to utilize media platforms that allowed us to reach everyone within the state without excluding underserved markets.
The revamped website launched in January along with the videos. The website has the ability for each tech center to submit their own videos that appear on their individual page. The site’s goal is to show CareerTech as one big family with each tech center as a member. We want users to remain on the site to keep discovering all capabilities of the CareerTech system throughout Oklahoma.
Seeing our struggle to communicate with one voice and one brand, ICG quickly engaged with our group and became knowledgeable of the multi-faceted CareerTech system. Their ability to take what we know, bring our group into alignment, and collaborate with our core marketing team elevated us as a whole. They introduced a fresh perspective without compromising the brand, and brought the campaign to life with high impact graphics and messaging that resonates with our audience.
Although we are just beginning our journey with ICG, we look forward to building a lasting relationship and taking CareerTech to the next level.
Director of Communications & Marketing, Central Tech
Co-Chair CareerTech Statewide Marketing
Career-specific video content was created for a laser targeted approach used across all social platforms and targeted campaigns.