Positive Image

Now more than ever there is a need to encourage young people to consider a career in construction. With the reduced economic climate and the negative publicity surrounding the construction industry the Positive Image campaign aims to prevent future skills gaps by continuing to attract new recruits into the industry. In doing so it’s had to become much smarter in its approach.

So what’s new for 2009?

Engagement
As well as maintaining the awareness of the construction industry amongst young people, the campaign will also look at increasing the level of relationship they have with the industry by increasing the level of targeting we do and specifically encourage them to sign-up to bAlerts, an apprenticeship or an Inspire Scholarship.

Timings
Instead of one concentrated burst of activity in the Spring, this year the campaign has been extended over a full 12 month period from January to December.

Calendar
From January a new calendar of messages were introduced for discussion on the social networking site and for promotion on bConstructive. The themes were selected so that they align with the key decisions made by young people during their school year when it matters to them most.

Regional approach
The timing of the campaign re-launch has been adjusted to reflect the academic year and enhance a regional approach. The existing look of the campaign will continue until the summer when a new design and feel will be revealed for the campaign in August for Scotland and September for England and Wales.

Digital focus
Following the success of the 2008 campaign and market information which predicts that the level of digital advertising will surpass TV for the first time ever in 2009, Positive Image will continue to take advantage of the opportunities offered through online marketing with:

• social networking
• search engine optimisation
• banner advertising

Traditional media
As well as maximising the use of digital media the campaign will continue to use more traditional communication methods including advertising in schools and PR to achieve media coverage.