Helping young, disconnected adults find employment wasn’t easy, but we made connections.

The Central Western Maine Workforce Development Board (CWMWDB) asked Fuseideas to do something unprecedented. They wanted to launch their first outreach campaign to encourage young adults, from 16-24, who are not working and not in school, to sign up for training and support services needed to find quality jobs. Reaching many of these individuals with a limited budget was going to be difficult because they were disengaged and dealing with extraneous factors in their lives (physical disabilities, mental health issues, unstable home situations). In addition, the messaging needed to be very simple (9^th grade reading level), authentic, and invite conversion. We had our work cut out for us.

With a hard-to-reach, often disconnected audience, CWMWDB and Fuseideas knew we had to offer an easy, first step on the path to career opportunities that could then lead to good wages, benefits and a chance to improve lives.

Straight-talking, genuine, easy to understand messaging was created and tested for a landing page, video, radio, digital, SEM and paid social. We made sure the brand wouldn’t be seen as a traditional brand with something to “sell.” But it would be a bridge to an opportunity; presented in a non-intimidating, positive, approachable manner that was relatable to our audience.