BUILD CALIFORNIA

Build California unites industry, educators and communities across California around a shared mission: to create a steady, motivated, and skilled workforce pipeline for the state’s construction industry. Unlike current workforce efforts across the country that are uninspiring, out-of-touch, or dated, Build California’s pioneering approach is inspired by popular lifestyle brands and youth culture to ensure relevancy and reach. 

Build California is defined by its ability to:

+ Authentically showcase the diverse career and training pathways the modern industry has to offer.

+ Effectively reach & inform audiences on multiple platforms with targeted messaging.

+ Present a perspective on the industry that is actually cool & culturally relevant to target audiences.

OUR APPROACH

Dwyer PR concepted and project managed all creative development and implementation strategies to deliver the construction industry’s most innovative workforce development campaign – in the 5th largest economy in the world, representing over $100 billion of the state’s GDP. During the multi-year project, we collaborated with a diverse group of stakeholders including the Associated General Contractors of California, the California Department of Industrial Relations, labor unions & apprenticeship programs, Procore (a “unicorn status” construction tech company), employers and other public & private organizations.

We weren’t going to be able to reach the youth and compete with major brands out there that are vying for their time and space. So we hired [Dwyer PR] – experts in the marketing and communications space – to lead us through!

– Erin Volk (Vice President of Workforce Development, AGC of California)

Launched in September of 2019, Build California utilizes a robust mix of creative elements, marketing efforts, social media platforms, events, and outreach tactics in order to effectively engage with Californians about the lucrative, long-term, and immediate benefits of careers in the state’s construction industry. In the first 6 months, the campaign garnered over 60,000 web page visits, totaling more than 4.4 million impressions across all digital platforms. 

See more at BuildCalifornia.com