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The Oregon Apprenticeship Program, administered by the State of Oregon, is a nationally recognized training and education initiative that equips individuals with the skills and knowledge necessary to excel in skilled trades and high-demand industries such as construction, manufacturing, healthcare, and information technology. For nearly a decade, Watson Creative has partnered with the program to create strategic campaigns, develop innovative platforms, and foster awareness across diverse regions of the state.
Oregon’s diverse geography and demographics required a nuanced approach to connect with prospective apprentices and employers. Watson designed a strategic narrative that spoke to the unique needs of regions like the coast, southern Oregon, eastern Oregon, and the Willamette Valley. By integrating local insights into campaigns, Watson ensured the program resonated with individuals and businesses alike, from urban hubs to rural communities.
Leveraging partnerships with trade schools, community colleges, and workforce organizations, Watson helped position the program as a practical and rewarding alternative to traditional education. Messaging highlighted core benefits, including “Earn While You Learn,” hands-on training, and industry-recognized credentials, appealing to aspiring tradespeople, career changers, and employers seeking skilled labor.
Watson’s work with the Oregon Apprenticeship Program included:
Community and Industry Engagement: Collaborating with local organizations and businesses to strengthen apprenticeship pipelines and build awareness.
The Oregon Apprenticeship Program’s impact is reflected in its high completion rates and the low unemployment rate among graduates, as noted by the Oregon Bureau of Labor and Industries. The program’s success in providing opportunities for underrepresented groups further underscores its role in fostering equity and inclusion within the workforce.
Watson’s campaigns elevated awareness and participation across the state, with a significant increase in enrollment and employer partnerships. The program’s innovative approach and measurable outcomes have positioned it as a model for apprenticeship initiatives nationwide.
Shaun C. Engstrom, Apprenticeship Program Liaison at the Oregon Employment Department, lauded Watson Creative’s contributions: "The work Watson did set the foundation for our success. It’s a flexible system and platform we can build upon and evolve. We are more than happy with the relationship and work."
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