Industry Solutions - Regional Implementation
This document will provide a brief summary of the findings and implications from the branding research conducted by Bernard-Hodes Group of middle and high school students and young energy company employees between the ages of 18-26 conducted in the spring of 2007.
In middle school, 55% of students say they know what they want to do, with career choices spread across the spectrum. That leaves nearly half who have not chosen a career path. This puts CEWD in an ideal position to influence the undecided group. A good way to reach this audience would be through sporting events since 70% of this population is actively involved in sports. Some recommendations by Bernard-Hodes include sponsoring soccer or baseball leagues or placing a banner at the playing field. This age bracket is technology-driven with the majority owning cell phones or MP3 players and spending time on sites such as YouTube, MySpace, Google and Yahoo. Purchasing key words and sponsoring sites would be a good strategy for the Center.
Of the high school respondents, 89% say they want to go to college, with career choices quite varied. Of those who knew their career paths, 38% chose their paths because it is rewarding verses 6% who have made their choices based on pay. This is significant for the CEWD branding campaign and supports the concept of concentrating on the “heroes” theme. With 80% of this population playing sports, again, taking advantage of sporting opportunities is key. The high school group spends time on MySpace, Facebook, YouTube, and Google. CEWD can create MySpace and Facebook pages and post videos to YouTube.
The energy company employees (ages 18-26)selected their career paths based on different factors than the middle and high school students. Since this population is mostly Generation Xers, they looked at pay, stability, and job growth. Of importance are the 92% who say their perceptions of the industry as exciting and rewarding were accurate. By starting early with the branding campaign, the Center has an opportunity to influence these perceptions. This group suggests the best way to reach young people is face-to-face. The significance of developing relationships is revealed. Generation Y research even suggests that personal contact is very highly regarded, even with these technically advanced and savvy kids. By working closely with middle and high schools via job shadowing programs, sponsoring a science fair or participating in career day events, for example, CEWD can continue to effectively fill the future energy workforce pipeline.