Case Studies
| Campaign | Careers Promotion Program |
| Channels | Press Advertising / PR / Web / Exhibitions |
Background
Costain recognised that there is a year-on-year reduction in the number of young people who are showing an interest in construction as a career path. Much of the problem lies with a general lack of awareness of what a career in the construction industry can offer. Hence, Costain, in conjunction with other industry stakeholders such as the Institute of Civil Engineering (ICE) and the Construction Industry Training Board, decided that action needed to be taken at grass-roots level. A name for the initiative was agreed, Building Awareness, but a rollout program was required to various customer groups.
Task
To raise awareness amongst school and college students of construction as an exciting and rewarding career.
Program
Promotional material such as leaflets and posters were sent to Careers Advisors within a number of key schools. Press advertising was used within career fair directories, designed to direct respondents to a dedicated website that contained further information about the construction industry, and ways to arrange work placements, sponsorship etc. Key personnel within all stakeholder groups were elected as Building Awareness Advisors, with a remit to build a closer relationship with schools. This was supplemented with substantial PR activity within local and trade press.