Work

In 2019 when Ideas Collide began working with Build Your Future Arizona, an initiative of the Greater Phoenix Chamber Foundation, the goal was clear: connect more Arizonans with career paths in the skilled trades industry. Initially, they relied on one-on-one consultations, but this approach couldn’t keep up with statewide demand. We asked ourselves: How do we help them grow? The solution was creating a self-guided experience that gave more people the chance to explore these opportunities on their own.  

At the same time, audience behavior was shifting. Platforms like Tik Tok were capturing the younger generations’ attention, and users were seeking content that felt relevant and diverse. The ultimate challenge wasn’t just awareness but reshaping how people saw these careers. And we tackled that challenge by meeting future workers right where they were.

To better understand Arizona’s future workforce, we started with research. Through focus groups with teens considering careers in trades and individuals already working within that industry, we were able to gain insight into the per, motivations, and barriers influencing career decisions.  Using our IC:IDQ philosophy, we uncovered key opportunities to reshape how skilled trades are not only perceived but promoted.

These insights became the foundation for our statewide campaign that would reach audiences in all new ways. We built a campaign that reflected what our research showed using relatable stories and content that challenged previous perceptions of the trades. 

Through a variety of paid media, PR, video content, and digital tools, we were able to connect people with resources and opportunities that allowed them to explore a career in skilled trade.  

Key campaign elements included: 

• Audience research and focus groups 
• Insight-led creative development 
• Full-Funnel paid media campaigns 
• Strategic public relations outreach  
• Video and content production  
• Career center and chatbot development  
• Statewide integrated campaign rollout

The Build Your Future Arizona campaign became a statewide presence. Billboards, digital platforms and video content all showcased real Arizonans, real workers thriving in the skilled trade industry.  Whether it was short videos, social ads, or story driven content, all the campaign media was designed to challenge outdated perceptions and spark action in audiences.

The career center and chatbot, built specifically for this campaign, provided an easy, self-guided journey for users to explore job opportunities and training programs near them. Ideas Collide were able to secure features on major outlets such as FOX 10, ABC 15, and The Arizona Republic through PR efforts that would ultimately amplify stories on a broader scale statewide. Every touchpoint worked together to bring awareness, spark curiosity, drive initiative and connect the next generation to high opportunity careers.

Over the course of the campaign, Build Your Future reached audiences across the state and delivered results that exceeded expectations, including: 

• +121% goal for paid media impressions 
• +186% goal for leads generated
• Earned publicity value reaching as high as $83,000 per placement
  

*Performance period for results 2019-2021*

This campaign also generated millions of video views, increased social media engagement, and earned coverage from major outlets including Fox 10, ABC 15, Univision, Phoenix Business Journal, and Arizona Republic.  

Looking beyond the numbers, this campaign allowed young Arizonans the chance to discover a career path they may not have known was available to them. By highlighting real opportunities and combatting past perceptions, Build Your Future Arizona inspired future workers to explore rewarding careers that are in high demand. In doing so, they helped build a skilled, confident workforce ready to shape Arizona’s future.