DOWNS, KS — Build Up Kansas, a workforce development initiative of the Associated General Contractors of America (AGC) of Kansas, has received a National Workforce Development Award for its efforts to introduce young Kansans to skilled-trade careers and strengthen the state's construction workforce pipeline.

Brush Art Corporation, a marketing agency partner involved since the program's beginning, helped develop its marketing strategy, including media planning, placement, reporting and campaign optimization. The agency focused on reaching high school students and their parents through digital channels, particularly mobile and gaming devices.

Digital Outreach Replaces Traditional Recruitment Methods

Build Up Kansas was developed to address construction workforce shortages and increase awareness of career opportunities in the skilled trades. When COVID disrupted traditional recruitment methods, including school visits and direct conversations with students, the program needed new ways to reach prospective workers.

Brush Art used audience research to develop a digital media strategy that included programmatic advertising across mobile and gaming environments. The campaign used separate messaging for students interested in their futures and parents seeking information about career opportunities, training and workforce entry pathways.

“Introducing students to trade careers requires us to understand how they consume information and what matters to them,” said Mike Gibson, Executive Vice President of AGC of Kansas. “Brush Art helped us turn that understanding into an innovative marketing effort that reached students and parents in relevant ways. Their strategic thinking and willingness to adapt helped us connect more young Kansans with opportunities they might not otherwise have considered.”

Campaign Adjustments Follow Student Behavior

Brush Art continually evaluated campaign performance and adjusted media delivery to maintain engagement. As student behavior and school policies governing phone use changed, the agency modified campaign timing and targeting to align outreach with when and how students could access the messages.

The marketing effort supported a broader workforce development initiative involving AGC of Kansas leadership and staff, construction industry partners, educators and state leaders.

Build Up Kansas has worked with the governor's office and legislature, with bipartisan support, to expand career and technical education and vocational opportunities across Kansas.

“A big thank you goes out to the great public-private-partnership, team effort, and vision of the Kansas Legislature, Kansas Educators, and the AGC Construction Industry to address the number one issue impacting business and industry – WORKFORCE", Gibson said. “The AGC of Kansas Board, Staff, and great partners, including the Kansas Legislature, NCCER, Arcoro, Wichita Technical Services (WTS), and Brush Art have made this workforce development effort possible. This great team will continue to focus its effort on energizing a pipeline of skilled workers to support Kansas' efforts on Economic Development.”

Industry Partnerships Support Workforce Pipeline

The program's development has involved collaboration among public agencies, educators and construction industry organizations, including the Kansas Legislature, NCCER, Arcoro, Wichita Technical Services and Brush Art.

“Congratulations to AGC of Kansas and everyone who helped make Build Up Kansas a nationally recognized program,” said Tim Brush, President and CEO of Brush Art. “We’re excited to be part of an effort that opens doors for students and helps employers build the workforce they need. As a Kansas company, we’re honored to have played a role in helping achieve results that matter to young people, the industries that depend on skilled workers, and the future of our state.”

To learn more visit buildupks.com.