Awareness campaign

ServiceIQ
Got a Trade, Got it Made

National campaign to raise awareness of on-the-job training and careers in New Zealand’s trades and services.

The genesis of the campaign originated from research around the stigma associated with trade careers in New Zealand. Careers in the trades are considered not professional and you won’t achieve great success by working in the service and trades sector. Additionally, it is seen as a more male-dominated sector.

I worked with other industry training organisations and media partners across the sector to execute an awareness campaign showcasing the opportunities in these sectors, targeting school leavers and their influencers – parents, teachers, peers, and employers.

I assisted with the development and execution of ServiceIQ’s contribution to the Got a Trade campaign, ensuring that ServiceIQ’s offering was clearly demonstrated in TV spots, social media, and events.

Responsibilities:

• Assisted with development of assets for web, broadcast media and events.

• Worked with the ServiceIQ Schools team to promote campaign to students and careers advisers – print, web, social, video.

• Developed material for teachers to inform them of the benefits of a trade career. Encouraged their students to explore their options for a better future.

Results:

• Profiles on major media including Seven Sharp every night of the Got a Trade campaign.

• 1.8 million media impressions each year.

• 1600 student workplace SpeedMeets.

• An 20% increase in trainee signups post campaign and high level of trainee completions in the businesses we serve.