Recruiting the future of the aggregate industry.

CAMPAIGN DEVELOPMENT CASE STUDY

Client: Illinois Association of Aggregate Producers
Capabilities: Branding, Photography, Video Production, Website Design

The Illinois aggregate industry faces a growing challenge of finding qualified workers to fill diverse employment opportunities within the industry. Mining is thought of as underground production in dark or dirty conditions which is often viewed as an undesirable career path. To help better define the modern aggregate industry and expand the pool of qualified job applicants across the state, Clanin Marketing was tasked with developing a re-imagined, state-wide recruitment campaign to highlight the unique job opportunities and positive impacts through stories told by real employees.

Solution

Clanin Marketing’s scope of work centered on developing authentic messaging to highlight the unique job opportunities and positive impacts Illinois aggregate producer’s offers throughout the state. This true-to-life content would be created using the following services:

•Copywriting
•Graphic Design
•Video Production

•Website Design
•Photography

Deliverables

The aggregate industry needs people in many of the same jobs offered by modern corporations. Working alongside the Illinois Association of Aggregate Producers, we strategically developed five career paths that set the foundation of the campaign. With our target audience in mind, we developed an easy to navigate website that highlights each path, corresponding roles, and the impact the aggregate industry has on our economy and infrastructure.
As the Illinois Association of Aggregate Producers prepares to visit schools and career fairs across the state, we developed fresh and modern collateral designed to pique interest, spark conversations, and drive interested individuals to the campaign’s new website. All collateral was designed to better define the industry, career opportunities, and industry impacts all while developing emotional messaging which helps connect with potential hires.
Never underestimate the power of a testimonial and good photography. We hit the road and photographed employees across different Illinois quarries and created interview videos that shed light on the amazing career opportunities available.