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Overview

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.

Services Provided:

Brand Development Creative + Content Services Integrated Production Web Design Media Planning + Buying Insights + Measurement

Visit:

thefutureisoptics.com

Problem

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.

To attract talent and expand the optics workforce, our in-house production team traveled to multiple cities, including Rochester, New York, and Newton, New Jersey, to authentically bring the story of precision optics to life. Through video and photography, we connected audiences with the human side of the optics industry, ultimately helping them envision a bright future for themselves in an exciting and stable career.

From shooting on-location in manufacturing labs to capturing testimonials from students, educators, and industry experts, our team delivered immersive, high-tech, and deeply personal content. These visual narratives became the campaign's backbone, fueling digital ads, social content, and the website we created, thefutureisoptics.com, across multiple years. As a result, the campaign increased form submissions by 135% and college programs saw an increase of up to 433% in enrollment.

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).