are industrial strength.
The spotlight on college in America has cast other viable paths into the shadows. Of these under-celebrated trajectories includes the skilled trades: hands-on apprenticeships in fields like carpentry and welding. Harbor Freight Tools for Schools sought to change that, honoring skilled trades high school teachers with the first-ever prize of its kind. We partnered with them to launch a pioneering campaign to recognize and reward this hard working segment of American teachers with over $500,000 in prizes. Our campaign strategy helped to increase awareness and recruit applicants. This multi-touchpoint campaign was a huge success that reached millions, generated nearly 3,000 signups and led to many happy students—all in its first year.