In spring of 2023, Logic4training had growing concern over the lack of interest from younger generations in pursuing a trades career.
With the help of JL Creative and Jello PR, Logic4training launched a campaign that created local PR opportunities, including attention from the BBC and provided a long-lasting strategy to help them reach gen Z.
Logic4training's Problem
Logic4training (L4T) had identified that Gen Z had a significantly lower interest in pursuing a trades career compared to older generations. Across social media, and website traffic, data showed that this demographic was almost nowhere to be seen.
They were concerned that the narrative surrounding a career in trades was discouraging youth from considering this career path for themselves.
L4T needed a way to connect with this audience, and show them just how rewarding a life in trades could be.
Our strategic input contributed to the campaign's success in identifying a younger candidate to represent Logic4training.
Martyna Macionczyk
Account Manager, JL Creative
Solution: A Fresh Face for L4T and Trades Careers
We launched a competition in which participants were asked to submit a video answering questions about themselves, their current job, ambitions, and why they would excel in the trades.
The top three contestants earned the opportunity to have an interview with Mark Krull and Kevin Budd at Logic4training.
The prize?
A lifetime of training from L4T, valued at over £18,000.
Meet Our Winner:
“I’m extremely grateful for the opportunity Logic4training has given me. I’m interested in learning how to make video content, what makes a good website and all the other bits that go with running a business today – not many people get this level of help and I plan to make the most of it.”
Josh Scott
Logic4training Case Studies
PR Opportunities:
In collaboration with Jello PR, Logic4training was able to capitalise off of the immense PR opportunities that came from the competition. Here are just a few standout's from their PR efforts.
Interview with winner, Josh Scott, on BBC Northampton
Winners’ event attended by leading trade magazine, PHP.
Launch coverage in local broadcast and print media, including BBC Radio Essex and the Basildon Echo.
Watch: Martyna shares more details on the success of the campaign