Recruiting teachers to strengthen communities across Wyoming
Rural communities abound in the state of Wyoming, and the lifeblood of those communities is electricians, accountants and IT professionals. These folks have the skills to support everyday life. And teachers facilitate the next generation of workers to ensure rural communities can stay productive.
When legislators noticed a decrease in skilled labor across rural Wyoming, and a shortage of career and technical education (CTE) teachers in Wyoming, they knew the state’s flagship university had to be part of the solution. The College of Education at University of Wyoming made substantial changes to its CTE teaching program, and asked us to develop a multimedia campaign that would drive enrollment.
Rural communities abound in the state of Wyoming, and the lifeblood of those communities is electricians, accountants and IT professionals. These folks have the skills to support everyday life. And teachers facilitate the next generation of workers to ensure rural communities can stay productive.
When legislators noticed a decrease in skilled labor across rural Wyoming, and a shortage of career and technical education (CTE) teachers in Wyoming, they knew the state’s flagship university had to be part of the solution. The College of Education at University of Wyoming made substantial changes to its CTE teaching program, and asked us to develop a multimedia campaign that would drive enrollment.
We created an awareness campaign that spanned multiple levels. We needed to drive awareness and engagement with the University's flexible, high-quality CTE program, and also make the case for pursuing vocational careers in general. As a result of our research and discovery with internal and external stakeholders, we emerged with a core truth: Cowboys Help Our Communities Thrive.
The visual branding for the campaign employs a patchwork motif showing the wide variety of occupations that sustain rural communities. Images of construction workers, accountants and chefs not only speak to the breadth of degree areas offered by the University, but also represent how technical careers make up a larger picture of rural life. Strong CTE educators in public schools provide opportunities for students to stay rooted in their communities after graduation, and ultimately earn a livable wage. These skilled workers will keep rural communities humming.
“The Cricket team continues to be a trusted creative partner for the College. For this campaign, they listened to us, pushed us creatively and delivered a bold initiative to support recruitment.”
Dr. Scott Thomas
Dean, University of Wyoming College of Education
We took our campaign concept and pulled it through print collateral, emails, social posts, paid videos and public radio spots. All media drove traffic to a dedicated landing page on the College of Education website.
Digital was crucial for the campaign. On top of email marketing, we provided script writing, storyboarding and animation for paid videos that drove traffic to a detailed landing page. Social posts featured more campaign visual identity and reminders of enrollment deadlines.
Print pieces included a poster, postcard and multiple brochures. Assets were sent to segmented audiences of community college students and high school students, in addition to counselors and teachers in secondary and post-secondary institutions. Each touchpoint featured essential information outlining the scope and benefits of the CTE program, with bold messaging to engage and inspire the next generation of Wyoming’s working citizens.
As a result of the campaign, the University of Wyoming expects to quadruple CTE program enrollment for the 2023-24 academic year.
