Skills Group

We were given the inspiring challenge of creating a tutor recruitment campaign for a complex business, which represents a diverse range of sub-brands while still retaining an overall parent brand identity.

When undertaking a complex brief such as this, the first step is research to thoroughly understand the organisation, and its current market positioning.

NeonLogic ran a briefing session with internal stakeholders, as well as a competitor review to ensure that our creative was fresh, and our messaging was unique.

Our key research outtake was clearly defining the ‘what’s in it for me’ that Skills Consulting Group offers their tutors, providing strong direction for our Creative Director to demonstrate the opportunities and benefits that tradies won’t get on the worksite.

The result is a truly impactful, eye-catching creative, using custom 3D style typography to encourage candidates across a range of trades to ‘get off the tools’ and go beyond the worksite to discover what a tutoring career can offer them.

A campaign microsite was built, articulating the range of benefits on offer and encouraging candidates to register their details via Expressions of Interest forms for each role, shown through individualised job cards.

A multi-channel campaign, using a range of media targeted towards those currently working in hospitality, plumbing, hairdressing and more, used our punchy creative to launch the campaign to market and drive traffic to the site.

The site’s analytics will be used to determine the most effective channels to turn into an always-on campaign, to address long-term pipelining goals.