© CITB© CITB

Positive Image Campaign 2014

© CITB© CITB

What is the Positive Image campaign?

The Positive Image multi-media campaign aims to:

• Change stereotypical perceptions of the construction industry • Promote the construction industry as a progressive career route

• Attract quality talent into construction, to meet the existing and future needs of the industry

• Promote both careers in construction and apprenticeships.

© CITB© CITB

Why do we run the campaign?

Construction in the UK is growing

By 2018 we need:• 182,000 construction workers; and• 120,000 apprentices

500,000 construction workers set to reach retirement age by 2018

11% of the construction industry workforce are female compared to nearly 50% of the total workforce

Less popular industry to work in than manufacturing

Perceived to be a risky/dangerous industry to work in

We need to recruit quality talent into the industry

© CITB© CITB

Target Audience Groups

There are a number of key target audience groups:

• 14-16 year olds – making decisions about what GCSEs to take• 16-18 year olds – taking A-levels and considering what to do after finishing• Influencers – parents, carers, school teachers, careers advisers, peers• Individuals who are considering construction as a career option, whether it’s young people

entering the industry as an apprentice or focusing their education subject area as a path into construction, or individuals looking for a change in their chosen trade.

Research is used to identify trends and changes in the market place along with new opportunities to reach the target audience.

© CITB© CITB

The Positive Image campaign reaches young people through:

• Identifying where they are• Identifying what they like doing • Talking to them in their language

The campaign has adapted to follow the habits of young people.

Activity has ranged from advertising in magazines and on television in 2000, through to online and social media today

Target Audience

© CITB

210 YEARS OF INFORMATION

• People have changed the way they access information

© CITB

16-24 Year Olds - Their Time Spent Online

© CITB

Media activity 2014

ACTIVITY TARGET AUDIENCE

Digital

Pay Per Click (PPC) – consistent presence on search engines, e.g. google, targeting construction career and apprenticeship related key words

Young People, All Influencers, Individuals considering a construction career

Display – banner advertising on targeted websites Young People, Parents, Carers, Individuals considering a construction career

Sponsorship of specified section within monster.co.uk (job search website) Young People

Twitter – targeted sponsored tweets Young People

Facebook – An app within the corporate CITB Facebook page targeting young people Young People

Spotify – audio ad and display Young People – specifically female

Out of home

Radio advertising Young People, Parents, Carers

Bus back advertising Young People, Parents, Carers

Posters at bus stops near schools Young People, All Influencers

In-school media; bookmarks and posters in secondary schools and sixth forms across the UK

Young People, All Influencers

© CITB

Bus back advertising

Bookmarks in schools

Posters at bus stops and in schools

Spotify

Pay per click

© CITB© CITB

Media Activity Highlights

• 430,000 people visited our web pages in 2013

• Construction Careers Twitter account gained over 1,000 followers within the first month

• 312 likes on Facebook

• Monster.co.uk CTR – plan 0.5% v actual 0.9%

• Over 12% of Apprenticeship applications generated by the Positive Image campaign are female

“This is a positive poster for our students! It provides a positive feel among the students as it

confirms that work is coming to our area.

It is also inspiring them to consider the construction field

when they discuss or think about careers.”

Hartsdown Academy

• Great feedback from schools

• An Award Winning campaign!

© CITB

Project Activity 2014

ACTIVITY TARGET AUDIENCE

CREST Award - CITB have worked with the British Science Association to develop a bronze CREST Award for our activity ‘Sustainable Communities’

Teachers, Young People

Career Adviser E-news - updates on current topics, activity and events Career Advisers

National Careers Guidance Shows – providing information on careers in construction and how to promote them to young people

Career Advisers

SkillBuild - UK’s largest construction skills competition, sees over 1,300 competitors take part annually

Young People, Teachers

Construction Ambassadors – industry professionals who act as the face of the industry, inspiring young people

Young People, Teachers, Careers Advisers

Inspire Scholarship Scheme - the scheme provides sponsorship to undergraduates who want to work in the contracting sector of the industry

Young People, Teachers, Careers Advisers

Construction Careers Advisors - offer careers advice and support to all those interested in joining the industry throughout England, Scotland and Wales.

Young People, Teachers

Skills Shows – regional and national skills shows in England and Scotland. Young People, Parents, Carers, Teachers

Collateral – English and Scottish Careers brochures, progressions booklet Careers Advisers, Young People

Partnerships – Military, DWP, National Careers Service Influencers

© CITB

Career Adviser E-news

SkillBuild

CREST Award

Skills Shows

Military project

© CITB© CITB

Project Highlights

• Construction Careers Advisers speak to over 130,000 young people at events across the UK every year

• Careers Guidance Shows attract around 3,000 Careers Advisers a year

• In 2013 Construction Ambassadors engaged with over 1,000 schools

• Careers Information And Guidance e-news is distributed to nearly 5,000 Careers Advisers

• In 2013, two SkillBuild competitors went on to win gold awards at WorldSkills in Leipzig. The duo headed the list of 23 awards won by Team UK in an event stretching over four days, involving more than 1,000 apprentices from 54 countries in 40 different disciplines

• CREST – an additional 25 schools will undertake the CREST Award in 2014

• Military – within the first two months of the project event, over 20 work placements were made

© CITB© CITB

Thank You