Brief: To proactively support CITB marketing campaigns and initiatives through a creative framework, supporting and marketing construction industry initiatives.

Approach: Yes has worked with the Communications and Marketing team at CITB since 2008 to effectively communicate how CITB is devoted to building competitive advantage for the construction industry and the people who work in it. The services we provide include creative development, planning, research, copywriting, design and email marketing services.

We have worked across all areas of CITB marketing construction based initiatives including Cskills Awards, Federation Sponsorship, Grants and Leadership, the National Construction College (NCC), Positive Image and Recruitment, Testing and Card Services, Managing Agency (CITB Apprenticeships), Industry Engagement and Corporate services.

For NCC we have designed targeted and regionalised communications to companies from specific sectors. We have developed tactical creative initiatives including promotional emails, direct mail, digital ads and landing pages. Our approach is to ensure that we clearly communicate to busy construction workers how training with NCC would benefit them.

At the heart of this approach is a strong retention campaign that includes a series of promotional, engagement and leadership emails, which develops NCC’s position within the construction industry. We ensure that each digital communication is tailored to the level of engagement of the recipient. Emails always provide links to give the customer further ways to engage with NCC. We ensure design is engaging and the tone used is personal and clearly explains what they can do with this information and how they can find out more.