CASE STUDY: How a High School Enrollment Campaign is Changing Perceptions of Skilled Trades

For decades, skilled trades like carpentry, welding, electrical work, and construction have taken a backseat to traditional four-year college pathways. Despite offering stable, well-paying careers, these industries often struggle with outdated perceptions and a lack of visibility among students and parents. AGC of Kansas set out to change this narrative, launching a high-impact enrollment campaign to increase awareness and interest in career technical education (CTE) programs across the state.

The Challenge: Overcoming Outdated Perceptions

Many students and their families overlook CTE programs in favor of conventional college routes, assuming that skilled trades offer limited career growth or lower earning potential. However, the reality is quite the opposite. Skilled trades provide lucrative and fulfilling career opportunities, often without the burden of student loan debt. The challenge lay in breaking through these misconceptions and presenting CTE as an attractive and viable option for students.

The Solution: A Digital-First Approach

To shift perceptions and boost enrollment, AGC of Kansas launched a highly targeted two-month paid media campaign. The strategy focused on reaching students and parents where they spend the most time—on social media. The campaign utilized a mix of engaging video content and compelling messaging across multiple platforms, including YouTube, Facebook, Instagram, Snapchat, and TikTok.

At the heart of this campaign was a clear goal: encouraging high school students to enroll in CTE classes for the following school year. By showcasing the long-term benefits of CTE programs—such as job security, hands-on learning, and strong earning potential—the campaign painted a clear picture of what a future in skilled trades could look like. The content combined aspirational storytelling with practical insights, helping students see the real-world impact of pursuing a career in the trades.

The Results: Driving Awareness and Engagement

The campaign delivered impressive results, proving the power of digital engagement in shifting perceptions:

• 2 million+ impressions significantly increasing awareness of CTE programs.
• 35,000 clicks to the site demonstrating strong interest in learning more about skilled trade careers.
• 1.7% click-through rate (CTR) indicating a high level of engagement and relevance.

By strategically optimizing ad placements and tailoring messaging for different platforms, the campaign successfully reached the right audience with the right message. High school students saw compelling content that resonated with their aspirations, while parents received valuable information about the career stability and earning potential of skilled trades.

Why It Worked: A Modern Approach to Enrollment

One of the key takeaways from this campaign is the importance of meeting students where they already spend their time—on social platforms. Traditional marketing methods may not be as effective with today’s tech-savvy generation, making social media a critical tool for engagement. By leveraging the power of digital storytelling, AGC of Kansas not only raised awareness but also shifted perceptions, helping students and parents recognize the value of CTE programs.

As industries continue to face labor shortages, efforts like this are crucial in ensuring a strong and skilled workforce for the future. With the right messaging and targeted outreach, skilled trades can reclaim their rightful place as respected and rewarding career paths for the next generation.

Looking to connect with your target audience and drive real engagement? Reach out to us today to create a strategic campaign that delivers measurable results and makes a lasting impact.