The Challenge
Michigan’s talent pipeline hasn’t kept pace with workforce shortages in critical industries such as health care, IT, construction and advanced manufacturing. Güd Marketing partnered with the Michigan Department of Labor and Economic Opportunity to raise awareness of trade careers and connect potential employees to high-paying, sustainable jobs — particularly through apprenticeships and workforce development programs.
Our Solution
The Going PRO campaign used a data-driven, integrated approach to reach a wide range of audiences, including middle and high school students, adults considering career changes and underrepresented groups. The campaign aimed to spark interest in trade careers and highlight their value as meaningful, rewarding and sustainable options. Outreach efforts featured tailored messaging and leveraged partnerships with employers, educators and workforce boards to expand apprenticeship programs and create new career tracks in the skilled trades.
Measurable Results
Increase in new apprentices
Michiganders joined registered apprenticeships, 7,800 in 2018 alone (the largest cohort of newly registered apprentices in the state’s history)
Increase in website traffic
good