Challenge
Caregiver positions often outnumber the available workforce to fill them. To address this, Senior Solutions, one of Vermont’s Area Agencies on Aging, partnered with the Community College of Vermont (CCV) to inspire individuals to pursue careers in caregiving and human services. CCV offers academic programs designed to prepare students for the workforce quickly and affordably.
Our mission was to create a campaign that not only highlighted CCV’s programs but also connected with those interested in caregiving. The ultimate goal was to encourage graduates, those looking for a career change, and retirees looking for a new career to step into these essential roles and help close the gap in unfilled positions.
Goals
- Increase awareness around two specific educational programs offered by CCV.
- Increase applications to these educational programs.
- Help balance the open positions for qualified caregivers with available workforce to fill it.
Words can’t express just how happy these videos make me.
This truly captures the essence of the story we want to tell and it’s inspiring. I look forward to sharing this widely across social media.
Michael B.Keogh, Director of Workforce Development, CCV
Primary tactics:
- Dedicated landing page directing people to specific CCV programs, as well as local Agencies on Aging
- Google search, Meta and digital display campaigns
- 60, 30 and 15s videos to use on the website, commercial streaming and YouTube advertising, as well as organic social sharing
- Vermont newspaper placements, both in print and digital
- Printed collateral to be handed out at career shows and placed on message boards
