The Electrical Alliance’s two goals—recruiting and business development—require two strategies that work simultaneously under the same visual umbrella. The recruiting strategy targets high school graduates, military veterans and other workers in their 20s looking for a long term career. We communicate the benefits of the apprenticeship program through social media, radio ads and newsletters to career counselors. The business development goal has evolved to rely heavily on content marketing.
We evolved a traditional print newsletter we were producing five times a year into a monthly e-newsletter digest of blog posts, infographics, news and project examples. The e-newsletter is read by custom list of prospects in the DC construction industry and by our friends on social media. Therefore, open rates exceed industry averages each month.
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Video has also proven effective for communicating the value of our apprenticeship program to prospective students and the skills and craftsmanship of our contractors to general contractors and building owners.
Two main websites serve as a place to house much of the Electrical Alliance’s content. A client of Frost Miller’s for more than a decade, we have designed, built, and maintained websites for The Electrical Alliance going back to the early days of the internet. For the most recent version of the site we went entirely back to the drawing board — redeveloping all of the content, designing responsively, and building on WordPress and Bootstrap. We refocused the site on its core audiences; general contractors and construction industry insiders. We simplified both the content and navigation with these users in mind so that the site is engaging and intuitive to navigate. The site features highlighted projects on the homepage which are filterable on the Projects page. A searchable member database directs potential clients to member contractors. Finally, we migrated the blog from a subdomain into the main site to better distribute content and improve SEO.
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