Positive Image

Positive Image Campaign 2014
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.
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
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
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.
Target Audience
The Positive Image campaign reaches young people
• 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
Activity has ranged from advertising in magazines and on
television in 2000, through to online and social media today
• People have changed the way they access information
16-24 Year Olds - Their Time Spent Online
Media activity 2014
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
Young People, All Influencers
Bus back advertising
Bookmarks in schools
Posters at bus stops and in schools
Pay per click
Media Activity Highlights
• Great feedback from schools
• 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
• An Award Winning campaign!
“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
Project Activity 2014
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
Young People, Teachers
Construction Ambassadors – industry professionals who act as the face of the industry,
inspiring young people
Young People, Teachers, Careers
Inspire Scholarship Scheme - the scheme provides sponsorship to undergraduates who want
to work in the contracting sector of the industry
Young People, Teachers, Careers
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,
Collateral – English and Scottish Careers brochures, progressions booklet
Careers Advisers, Young People
Partnerships – Military, DWP, National Careers Service
Skills Shows
Military project
Career Adviser E-news
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
Thank You

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