Michigan Construction Workforce Campaign Sets Foundation
One year ago, MichiganConstruction.com was launched to promote the construction industry. Started and funded by construction employers, Michigan’s premiere construction branding campaign has generated over 34-million media impressions delivered to television broadcast media markets and social media platforms throughout Michigan.
“Our focus is on Michigan’s construction industry,” says Dan DeGraaf, CEO of the Michigan Concrete Association who spearheads the MichiganConstruction campaign. He sees that the only way for the construction industry to compete for the best-and-brightest, is to unify in an effort to show people how cool it is to work in construction.
MichiganConstruction produced three TV commercials that does just that. The latest shows how kids can go from video gaming directly to construction.
Heather Smith, Marketing Director of the MichiganConstruction campaign says, “The trick is capturing interest generated from the ads and connecting those job seekers with our construction employers.” This campaign drives and captures interest with cutting edge inbound digital marketing tools utilizing branded web-based and social media technology.
The MichiganConstruction campaign paved the way for the creation of the Michigan Construction Foundation.
Formed as a 501(c)(3) nonprofit corporation, the Construction Foundation seeks to promote a positive image for Michigan’s construction industry to attract, recruit, educate, train and support new workers.
Brindley Byrd now serves as Executive Director of the Michigan Construction Foundation. Working with their employer partners, MichiganConstruction designed a framework to build an effective organization, serving as an industry intermediary, to integrate and align Michigan’s workforce development system.
“Michigan’s construction industry offers such opportunity for people to get good paying jobs,” Byrd says thinking about why he is excited to be part of this effort. “MichiganConstruction easily connects job seekers with the many construction job, education and training options across the state.” Today’s construction industry needs workers with the right skills, qualifications and character to build a better Michigan.
For more information, contact Heather Smith at heather@MichiganConstruction.com.
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