Apex looked to Magnetize for a recruiting brand and campaign to engage their target audiences — not only to inspire them to choose or continue a career in the trades, but to work for one of their organizations while learning their trade.
Based on our discovery and brand audit work, we framed out a messaging strategy supported by three platforms:
Care & Reward: recognizing contributions and value, ensuring success and well-being
Tools & Development: empowered through support and resources
Partner & Stability: long-term view of success
These helped us shape a differentiated recruiting position for Apex, craft deeper narrative and even inspired our design work.
We also categorized seven distinct audience groups and prioritized our three messaging platforms for each group:
Experienced Tradespeople: Employees at competitors
Transferable Skills: Mechanics, those in other service industries & military veterans
Vocational and Trade Schools: Students
Influencers: Parents & teachers
Community Colleges & High Schools
Immigrants & First-Generation Families
Magnetize created the TradeUP tagline and turned it into a bold lockup that offers an empowering call to action and immediate context for the industry. The design of the lockup allowed for a modular approach so that it would be easy to customize all communications for each Apex partner brand.
A bold campaign design
Drawing inspiration from early 20th century industrial and government initiative posters, the campaign used bold colors and imagery to pay homage to the trades and those who build valued careers in them. The TradeUP campaign lock-up was paired with affiliate brand logos to reinforce those local brands and hint that they’re part of something bigger.
Tools of the trade
The campaign not only elevates the employer brand, but also gives Apex partners the tools and templates needed to customize materials at the local level. The campaign toolkit walks through how to use assets and choose channels to best target qualified candidates and provides comprehensive marketing guidance.
Apex offers rewarding trade careers where people can grow. Magnetize created a recruiting brand and campaign to help them connect with the right prospects.
Want to see more?
Explore more case studies to see how we’ve created success for our clients.View all work
Our team helped Little City Foundation in Chicago develop a strategy and creative concept to recruit and retain the best professionals to support its mission.
Barnes-Jewish College Goldfarb School of Nursing is nationally recognized as a leader in nursing education. Goldfarb magazine supports the school’s mission and vision by celebrating achievements, highlighting strategic imperatives and recognizing donors.
Pet Solutions Group is focused on building a portfolio of brands with purposeful ingredients and formats. Krunch is their low fat air crisp treat with a loud, happy sound.
Pet Solutions Group acquired Liq — a lickable, liquid, low calorie dog treat in a unique package engineered for easy dispensing. They reformulated the product for flavor and performance but also to be more appealing to pet owners.
Special School District of St. Louis County
Magnetize created a comprehensive rebrand, including in-depth research, messaging work, brand
positioning, and design.
Magnetize created a campaign that positioned Hoyleton as a desirable career choice for people looking to make an impact while working alongside like-minded colleagues.
Tell us about your project
Whether you’re looking for a new agency to partner with on all of your communications or just need help with a project, we’re ready.