NEW AD CAMPAIGN ASKS COLORADANS “ARE YOU READY TO RISE?”

This article was posted by SE2 on October 7, 2021.

A skilled workforce is a key to a strong economy. Yet, as the research shows, the lack of qualified talent in Colorado is inhibiting business growth.

The pandemic has further exacerbated our state’s workforce challenges for low-wage, low-skill, or early-career workers and highlighted workers’ desire for more stable (and rewarding) careers.

Creating a stronger workforce that is more gainfully employed and prepared to take on the jobs of tomorrow will require significant investment in upskilling, reskilling, and next-skilling our workforce.

The Colorado Recovery Plan, passed in March 2021, is about to make that happen through a once-in-a-generation investment in Colorado’s workforce.

In partnership with SE2, Generator Media + Analytics, and Lumenati, the Colorado Workforce Development Council (CWDC) and state agency partners have launched a new initiative – called Ready to Rise – that builds on the CWDC’s ongoing efforts to develop our workforce to speed our recovery and rebuild a more just and resilient Colorado.

Ready to Rise highlights the unprecedented once-in-a-lifetime opportunity for job seekers, workers and students to complete the skills-building, training and education needed for today’s in-demand careers and prepare themselves to be competitive for the jobs of tomorrow.

To connect Coloradans, especially those most significantly impacted by the pandemic, with these resources as quickly as possible, the campaign was developed at breakneck speed (just under four weeks) and launched on September 1. The campaign will continue to run into the first quarter of 2022.

The advertising will drive Coloradans to a campaign landing page (ReadyToRiseCO.org) where they can explore career paths and get connected to education and training programs and other supplemental resources to help them advance their careers.

The Ready to Rise campaign includes an integrated and mass media approach that provides for TV and terrestrial radio placements (generously sponsored by the Colorado Broadcasters Association), streaming radio, digital out of home boards, convenience store and laundromat advertising, digital display, paid search, and gas station advertising. The campaign will reach communities statewide but targets those populations and communities that the pandemic has hardest hit.

The campaign will run in both English and Spanish and will be amplified by CWDC members such as the Colorado Departments of Higher Education, Human Services, Labor and Employment; the Colorado Offices of Adult Education and Economic Development and International Trade; the Colorado Opportunity Scholarship Initiative; Serve Colorado; and the Office of the Lieutenant Governor, through a campaign toolkit.