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AmeriCOM is a nationwide initiative to build the precision optics manufacturing base and strengthen the talent pipeline of optics technicians.

Helen + Gertrude conducted in-depth industry research, utilizing qualitative and quantitative research methodologies to gain actionable insights into their career journey. All of this supported an integrated content strategy, creative direction, and multi-channel marketing plan.


Though optics technologies power many modern innovations, our research found awareness of the industry is low, even among students focusing their studies in STEM and optics-adjacent fields. This makes it challenging for the industry to attract talent and meet growing workforce needs.

The Goal

  • Showcase real-world applications and lucrative career opportunities in optics.
  • Support  recruitment for secondary and post-secondary schools offering precision optics programs.
  • Educate teachers by sharing modernized optics curricula through a centralized clearinghouse.

The Strategy

Position optics manufacturing as a dynamic field full of forward-looking career opportunities. Using insights from Mosaic studies, and interviews with technicians and business owners, we crafted a bold, futuristic visual identity that aligned optics with innovation. The modern, inspiring look and feel allowed our integrated campaign to grab attention across social, web, search, and OTT.

Key Insight

60.7% of college students in technical programs want to study fields aligned with their interests and hobbies. This highlights how connecting optics to innovative fields students are already passionate about, like aerospace, healthcare, engineering, and communications, could attract fresh talent.

Based on a survey of 260 college students enrolled in technical programs from May - July 2022. The survey was distributed to current students of SCCC’s Career and Technical Program, FRCC Advanced Manufacturing program, and MCC’s Technical Program (including a separate survey to students in MCC’s Optics Program).

“It’s high-tech. It’s cutting edge. It’s hands-on”

-  Josanne DeNatale,  National Marketing Director for AmeriCOM


From 8/3/22 to 12/31/22, digital marketing efforts drove:


Total Website Sessions


Video Views


Combined School Page Visits on The Future is Optics Site


MCC Page Visits


SCCC Page Visits


FRCC Page Visits

Related Work: