BE MORE PROJECT

ROLES: Project Manager, Writer, Graphic Designer, Web Designer, Support

I wore many hats on this particular project. This was developed as a campaign for recruiting and bringing the best and brightest into the trades. This involved logo design, billboards, a website, and more importantly a story that showed why this was an attractive place to work. Eventually, this was handed off to MK3 Creative, specifically to John Lawrence, their creative director, to turn the concept into a series of commercials. The entire campaign was enclosed in the concept of "Be More".

The focus of this project was to recruit new technicians and also serve as a starting point for apprentices or individuals considering a career change. In the beginning, it was very straightforward - a connected brand (Heritage Techs), a website to direct people to, and promotion around it, in the form of web ads, outdoor ads, etc.

The initial site was simple and straight forward, with limited connection to the parent brand (by design) to appear as generic as possible. It featured content that ranged from the benefits of a career in the trades, to what compensation should be expected based on licensing and a place to sign up for continuing education courses that were offered at certain times.

Over time it became clear that a more compelling message was needed to attract individuals to engage. It also started to become clear that the greater need was for licensed, trained, experienced tradespeople. Most would already be working somewhere, so what would make them consider a change?

It in trying to answer this question that the "Be More" campaign came about. After a series of talking to some technicians on staff and a bit of brainstorming, the story started to take place. What attracted people to work for this employer, in the simplest terms, was an opportunity to "Be More".

Be More Present - Andy

The website was updated to visually fit with the change in focus and to make use of the commercials.

Be More Present, Be More Valued, and Be More Empowered became the focal points, tag lines, and eventually the short stories that were told. Each of the real technicians that were featured in these spots told their own story as to how they were able to "Be More"...more present in the lives of their loved ones, more valued for who they are as people and the potential they have, and to be more empowered to perform their jobs at a high level.

Be More Valued - AJ

While there was a boost for the recruiting team, an additional benefit of this campaign was an increase in customers. Both longtime and new customers connected with these commercials and had a greater appreciation for the company and the technicians working for the company. These spots humanized the company and created an unexpected connection.