Vehicle repair industry charity, AutoRaise, came to us to bring to life their passionate and motivational vision for encouraging a new workforce generation. Their approach was two-fold: firstly, to engage the industry itself to realise the need to address their impending skills shortage and embrace a modern, apprenticeship-based solution; secondly, to put the industry in front of those young people who were in the process of making their career decisions.
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The charity’s messages to the industry and young people were so distinct that it was essential to create a dual-facing brand, with each side optimised to engaging and informing its relevant audience. AutoRaise wanted to make a huge impact with both demographics and so both faces of the brand are strong, eye-catching, colourful and full of imagery, with a very distinct personality and look compared to anything else within the vehicle repair sector.
The different communicative approaches of the two brand faces is most apparent in the two distinct websites. The young people ‘careers’ website is designed to be very eye-catching, giving clear, concise details in bite-size, easily digestible sections and a strong call-to-action to attend hands-on careers events. The industry ‘charity’ site is designed to carry much more detailed, technical content with calls-to-action to become affiliated with the organisation.
From high energy branded e-shots, through industry fundraiser invites, to event programmes and pull-ups, all marketing assets are consistently impactful and stand out from the crowd - in terms of engagement, quality and professionalism. An off-the-shelf marketing ‘Success Pack’ has been created for the charity to provide to repairers who host their ‘Industry Showcase Events’ - hands-on careers evenings for young people, parents and teachers.
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