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case study

  • the challenge

    To bring a modern, relevant and dynamic feel to a mature industry in order to recruit new workers into BC’s forest and logging industry.

  • the approach

    Identify opportunities, audiences and points of relevance to create a fresh brand, identity and multi-media platform.
     

  • the result

    The creation of a vibrant web-based community and versatile campaign to aid in recruiting and retaining well-trained, skilled workers.

Login BC™ Brand, Marketing Strategy & Implementation

Tugboat was engaged by a committee of representatives of BC’s forest and logging industry who have been developing strategies and programs to address the imminent shortage of skilled workers in their industry. Starting with research, we were able to provide recommendations in the form of a phased marketing and communications plan with the development of tools and resources to recruit new workers into training and apprenticeship programs.

Concurrently, we set about structuring a refreshed brand developing a new visual identity. Tonality and approachability were key deliverables. The new identity is simple, clear and progressive. Positioning exercises resulted in Find yourself in BC’s Forests™ as the new tagline.

Preferred delivery channels and key messages were crafted. The marketing plan resulted in multi-phase strategies, with itemized tactics and budget considerations. Phase one of the plan included the development of the new brand, print collateral and a website. As luck would have it, we knew people who could execute all of the elements…

With a limited budget, Tugboat created a durable, branded campaign for the forest and logging industry. As the brand is to be predominantly web-based, the new campaign was aptly named Login BC™ (Get it? Log in?). The vision of Login BC™ is to become the voice and central source of information on training and recruitment in BC’s forest and logging industry. It will serve as a community-driven conduit of information, news, resources, job postings, media and research, created and provided by industry associations, government, employers, training authorities, educational institutions and individuals.

The final piece of the exercise was to build a comprehensive website to deliver the message and, more importantly, the resources. Loginbc.com is a content-managed site that positions the organization and defines its purpose. It contains forestry career definitions, access to training programs and a robust selection of videos.