The Business Roundtable: Gulf Coast Workforce Development Initiative
The Business Roundtable hired APCO to help build a grassroots and communication campaign centered on rebuilding the Gulf Coast after the devastation of Hurricane Katrina.
APCO developed an ongoing grassroots campaign for the Gulf Coast Workforce Development Initiative, a program designed to recruit and train up to 20,000 skilled construction laborers for the Gulf Coast region by the end of 2009. Through the Initiative, eligible participants can enroll in free entry-level skills courses designed to prepare them for employment in the construction industry.
StudioAPCO developed a range of advertising and interactive materials on behalf of the program’s recruitment campaign, branded “GREAT” – Gulf Rebuild: Education, Advancement and Training. GREAT includes a multi-faceted effort featuring community outreach, earned media, paid advertising (billboard, bus shelter, print and radio advertising), a web site, and grassroots recruitment events to increase the visibility of the program and attract perspective trainees to learn more and sign-up for free training via a toll-free number and web site.