Industry Training Authority
Rebuilding a Brand to Meet New Demand
The Industry Training Authority (ITA) enlisted Edelman to help with strategic communications planning and media relations around the increase in demand for skilled trade workers in B.C. We knew we needed to go further than just sharing our message – we had to transform public perception of skilled trades overall.
Edelman led the rebranding process and launched Your Ticket as the new brand and visual identity for ITA.
We provided strategic planning, brand development and application across all channels, including website graphics, banners, templates, fact sheets, event invitations, newsletters and reports. Also, we launched ITA’s Facebook and Twitter channels. Finally, we planned and executed employer recognition events for 1,000+ employers and conducted 13 regional open houses with 900+ tradespeople, employers and industry representatives.
Since ITA teamed up with Edelman, we have helped generate more than 135 million media impressions, gained more than 15,000 fans on Facebook, and increased website traffic by 36 per cent. The 25 videos we produced have received more than 64,000 collective YouTube views, and the number of credentials issued and employer sponsors have continually increased year-over-year.