Changing Behavior
The Challenge
Decatur’s designation as a CEJA Workforce Training Hub reflects its status as both an Environmental Justice (EJ) and an R3 community, ensuring historically underserved residents benefit from direct pathways to sustainable, high earning careers. RCC’s Clean Energy Careers program not only addresses immediate labor gaps, but also offers a scalable framework for helping Illinois reach its goal of 100% clean energy by 2050.
To support this new initiative, efforts were focused on raising awareness of RCC’s new Clean Energy Careers program offerings and recruiting populations in Macon County and surrounding R3 underserved zip codes who were eligible for equity investment.
Industries
Objectives
Create Awareness of New Program Offerings
Recruit the 120 Participants
Audience
- Age: Targeting 18-54 Males and Females
- Demographic: Diverse populations with an education level <4 years or Veteran status
- Interests: Education, Training, Career Advancement
- Programs: Career Pathways, Solar PV Installer, Home Energy Auditor, HVAC Installer, EV/Hybrid Technician
The Campaign
Scale & Deliverables
Brand Positioning
Campaign Messaging & Creative Development
Marketing Collateral
Social / Search Placement Optimization and Reporting
Email Campaign Creation Management Reporting
Media Planning Buying
Earned Media & Public Relations Support
Community Toolkit Creation & Management
Types of media employed / deliverables
Social Media (Facebook & Instagram)
Google Search
Out of Home (Billboards, Digital Billboards, Programmatic)
Radio & Podcasts (Talking Shows & PSAs)
Television (Local News)
Events
Landing Page Mockups
Community Engagement
Partner Toolkit
Proven Results
Quantifiable Success
Cohort Enrollment
0
%
Students Enrolled
0
Bridge Graduation Rate
0
%
Facebook Event Response
0
%
Article
Harnessing Strategic Communications to Catalyze State Innovation
On the frontline of innovation, many states are brimming with potential: groundbreaking projects, solid infrastructure, and a skilled workforce. But what distinguishes potential from progress is the art of strategic communication.
