Overview

AmeriCOM is a nationwide initiative to build the precision optics industrial base and strengthen the resiliency of its supply of optics technicians.

Helen + Gertrude led strategic research, including qualitative and quantitative surveys to inform the typical consumer path. All of this supported the content strategy, creative direction, and marketing plan.

Healthcare and Technology

Services Provided

Brand Development Content Services In-House Production Web Design Media Planning + Buying Insights + Measurement

Content

thefutureisoptics.com

Problem

There has never been an organized national awareness campaign about one topic that touches virtually every aspect of our lives: Optics. AmeriCOM is charged with elevating the national profile of the optics manufacturing industry.

There is low awareness of the field of optics and its widespread practical applications.

The Goal

Train a new generation of optics manufacturing leaders.
Grow the number of high schools and two-year colleges offering precision optics programs.
Supported by regional advisory boards, build labs, set up a collaborative curricular clearinghouse, and recruit, train, and retain teachers.

The Strategy

This cutting-edge optics advocacy group required a versatile multi-channel marketing strategy to attract new technicians. We conducted extensive research, including mosaic studies, and interviews with technicians and business owners. Our findings revealed a strong connection between optics and innovative technology like equipment in the space industry.With those insights, the team crafted a cohesive identity that communicated the exciting nature of the industry.

Our modern, inspiring look and feel ensured the brand stood out on each platform of our multi-channel campaign and was optimized for social, web, search, and OOT.

Key Insight

Today’s teens prioritize careers and financial independence over more traditional milestones of adulthood like marriage, family, or homeownership.

So What?

They think of themselves as creative and unique, and want to be seen as change-makers with creative solutions to the global problems they face. Less than half see a traditional, four-year college degree as being worth the money, but they’re open to new ways of fulfilling their career ambitions.