Acceleration was contracted to design and produce a highly engaging exhibition presence for the minerals industry to support its ‘Now Hiring’ campaign. A set of marketing collateral was developed for use online, at events, career expos and university open days. The creative approach was to achieve a consistent look and feel to the ‘Now Hiring’ campaign to directly engage, motivate and inform students looking at education and training options in the industry. The exhibition material also needed to be attractive to qualified workers (potential mature age students) looking to transition into the industry.

Marketing efforts focussed on segments that are most likely to enter mining career pathways. In focusing on particular audience segments, key messages and advertising creative were tailored to speak to the needs and interests of target groups. To reach the target segments, Acceleration placed advertisements and advertorials through a media mix of high profile magazines as well as print and online professional association publications.

The Now Hiring Trades campaign was targeted geographically, with locations selected because of the high number of trades people living or working in the area. Campaign efforts were concentrated and limited to three areas - Geelong (VIC), Adelaide (SA) and Wollongong (NSW). Using a mix of channels such as mobile advertisements on buses, local radio (targeting people on their way to and from work), and local press advertisements, this targeted approach, directed at specific audience segments, enabled ‘Now Hiring’ to have a higher degree of exposure during the campaign timeframe.