Current Service Section
Related Project Services
CREATING JOBS THAT KNOW NO BORDERS, NO BOUNDS, NO LIMITS
AEC Cluster (Architects, Engineers, Construction) - Labour Attraction Strategies
The Challenge
The AEC Cluster of Greater Edmonton had to establish a collaborative brand and go-to-market strategy that would successfully position the emerging group of Alberta's major construction, engineering and architectural firms. With labour issues looming, the brand foundation had to be easily and seamlessly transitioned into a labour attraction and retention context.
The Solution
After conducting competitive audits and looking at the local, national and global perspectives on demand, Donovan Creative developed a competitive campaign around the idea of 'Extreme Expertise ‘ - for expertise that know no borders, no bounds, no limits.' Northern Alberta's environmental barriers proved to be a competitive and unique place for the AEC's brand to work: extreme expertise was the main selling feature, from working in -50 degree temperatures in northern tundra to providing new mining techniques that changed the ground rules for industries globally. We developed a one-year marketing strategy that raised awareness of the AEC in domestic and international markets.
As we turned our attention to labour issues, the brand foundation was easily transferred into the message ‘For jobs that know no borders, no bounds, no limits.’ This became the underpinning for a labour attraction and retention strategy for the cluster.
The Result
The brand image, collateral development and marketing plan were enthusiastically endorsed by the steering committee and taken to market; given the nature of the labour market in Alberta we shortly shifted focus on a labour attraction marketing strategy that became subsumed into EEDC’s (Edmonton Economic Development Corporation’s) Workforce Connection strategy. Donovan Creative organized one of the first important labour attraction symposiums in Alberta on behalf of the cluster. Called the 'Labour Challenges Symposium', it was attended by Federal Immigration, major industry, the provincial government, and recruiting entities. Over 100 people from interested companies and government were in attendance.
Subsequent results include the widespread distribution of the labour attraction and retention CD-ROM, 'FOR JOBS THAT KNOW NO BORDERS, NO BOUNDS, NO LIMITS' and excellent feedback from member companies on the recruitment tools.
Tasks
• Assessment & competitive audit
• Brand planning & execution
• Marketing planning & execution
• Campaign development & execution
• Key message development
• Project management
• Brand management
• Government brief preparation
• Creative development & distribution
• Media relations
• Government relations
• Industry relations
• Media kit preparation & distribution
• Press release writing & distribution
• E-marketing
• Project measurement
