Green SoCal Jobs

Goal

Help unemployed and underemployed Californians find green jobs via a training program

Challenge

Recruit more people to participate in the fledgling program

What We Did

We started by looking at what was holding people back from signing up for the program and what would inspire them to join. We figured out that people looking for work didn’t care about training; they wanted to hear about jobs. So we shifted the focus from the program to the ultimate goal—a new job and success—via a positive, forward-looking brand. We highlighted success stories from former students and built a website to serve as a hub of information and calls to action. We directed traffic to the site using a comprehensive Google Ad Words campaign and listings on job seeker sites like Craigslist.

Results

• nearly 1,000 job seekers attended registration sessions
• 19 earned media placements