Client: JTL
Location: National
Sector: Building Services/Training
Brief
Create a social media campaign to celebrate JTL’s 30th anniversary. Target their core audience of young apprentices and building services business managers. The content needed to be both relevant to the building industry and generate a sense of nostalgia (and fun) to reflect the changes in the industry and British culture.
Background
JTL, established since 1990, is the leading work-based learning provider in the building services engineering sector across England and Wales.
They are a not-for-profit charity, offering exciting careers as electricians, plumbers, heating and ventilating engineers and engineering maintenance operatives in the building services engineering sector through apprenticeship training.
Challenges
- Broad audience demographic – post 16 student age group to experienced industry professionals.
- Make relevant to the industry and simultaneously invoke cultural memories of the decades.
- Timing of campaign needed to be sensitive to pandemic and lockdown in UK.
Campaign Goals
- Increase brand awareness.
- Celebrate 30 years of successfully uniting apprentices with industry.
- Generate engagement through sharing and tagging the posts.
- Increase followers and likes of JTL social media pages.
Our approach
- Brainstorm moments and influencers of the 1990’s, 2000’s and 2010’s.
- Select approximately 30 themes that represent the best of the decades.
- Source relevant imagery and create straplines to accompany images.
- Research relevant and high performing hashtags and weave into copy.
- Produce copy for each post to work across social media platforms (Facebook and Twitter).
Results
Breadcrumb produced the 28 graphics and 56 social media posts for the JTL Marketing team to publish.
We don’t have access to the stats of this campaign, but you can see it in action on their social channels: Facebook and Twitter
The following is a small selection of the graphics and straplines created for the JTL Decades Campaign
Testimonial
“We’ve worked with Breadcrumb Media over the last few years and have found them to be professional, creative and extremely easy to work with. They have a flexible and down to earth approach that genuinely makes them feel part of your team and the expertise that makes them a real asset.”
We can help
If you want help creating great content — that really grabs your target audience’s attention — across social media, websites, posters, ads, video and more, get in touch!
