Job Corps Grassroots
"Level-Up" Enrollment Marketing Campaign
This page outlines the upcoming grassroots marketing strategy designed to revitalize student recruitment through peer-to-peer engagement and modern, high-energy content.
Core Strategy
Key Campaign Elements
Implementation Steps
Core Strategy
Rather than relying on traditional advertising, this campaign leverages high-energy game-like content and our best asset: students. We are launching a Student Ambassador program to meet potential applicants where they are—in the community. This initiative is designed to increase the volume and quality of leads hitting our enrollment pipeline. By the time a prospect reaches out to an Admissions Counselor, they will have engaged with Job Corps in a positive, high-energy way, making them more likely to commit.
Key Campaign Elements
The Look
Ambassadors will be equipped with branded "Ask Me About Job Corps" shirts, acting as walking conversation starters to humanize the program.
High-Visibility Tactics
Ambassadors will place high-resolution vinyl stickers featuring QR codes in high-traffic, youth-centric locations.
The Digital Hook
QR codes lead users to a dynamic video showing Job Corps students in trades “leveling-up” their game with links to Job Corps info and enrollment details.
"Smart" QR Codes
We aren’t using regular QR codes; we’re using SMART Codes, customized for each center. Think of these as digital footprints that tell us exactly how well our “Ask Me” Student Ambassadors are doing.
Level-Up Campaign Implementation Steps
Step 1: Announcement to Students/Signup
This campaign should be announced during the weekly Student Business Meeting. The announcement should feel less like a meeting agenda item and more like a casting call for a VIP team! Since it is a Monday morning meeting, you want to wake them up with high energy and a clear “what’s in it for me” factor.
SAMPLE CONTENT
MONDAY MORNING ANNOUNCEMENT: Join the Elite “Job Corps Ambassadors” Team!
“Listen up! We are looking for the faces of this center. We’re launching a massive, high-energy marketing takeover, and we want YOU to lead it. We’re officially calling for volunteers to join the Job Corps Student Ambassadors!“
What’s the Mission?
We’re going out in the community to show everyone what Job Corps is really about. As an Ambassador, you’re the VIP. You’ll be heading back into your neighborhoods, favorite hangouts, and local spots to spread the word.
Who’s ready to put this center on the map?
Step 2: Review Graphics
All documents and graphics are stored on our Google Drive: Access Files
This includes the following:
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- Flyers
- Postcards
- Posters
- Ambassador Shirts
- Stickers
- QR Code
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Step 3: Order Shirts
You can show the design choices to your Ambassadors to choose from or you can select from the designs provided and print based on their sizes. All shirts should be the same color so they are easily identifiable and consistent.
Step 4: Order Stickers
Download and place orders for stickers and magnets.
Step 5: Student Ambassador Kick-Off Meeting
Ideally, you’ll have this meeting when you have your shirts and stickers to hand out to the Ambassadors so that they feel the energy and can get started immediately. To keep interest and engagement, make sure to have a pizza party meeting or some other incentive to reward them for their time.
There is a “Level Up Grassroots Campaign FAQ for Student Ambassadors” in the documents folder on the Google Drive. Be sure to cover this at the meeting so they know where to place stickers. Make it clear they should not put stickers at any location that is dangerous or hard to get to. Stickers should be placed at eye level where people can easily see them so they can scan the QR codes.
Step 6: Send Student Ambassadors Out into the Community with their Stickers
Students can take stickers on recreation trips or home to their communities. Advise them to spread out the placement of their stickers so they cover more ground. Ideally, they’ll wear their shirts when they’re placing stickers and have their Student Ambassador Pocket Guides with them.
