Go Build America, an industry-driven, image-building program set to launch nationally in December, aims to succeed where other initiatives have fallen short. Based on state-level programs that have helped to boost enrollment in local technical education programs, Go Build hopes to rebrand and promote the entire construction industry via a multiplatform public-relations campaign. It will maximize the use of video-enhanced social media, a lively and information-packed website, ads, grassroots outreach and other carefully crafted elements. The aim is to convey a clear message to targeted audiences.
“We created our own playbook—an aggressive, comprehensive and sustained effort with a look and feel that engages young people and inspires them to explore careers in the construction trades,” says Ryan Dwyer, Go Build America executive director.
AGC spokesman Brian Turmail says Go Build’s “many unique and incredibly helpful features” will complement existing efforts “to reverse decades of disinvestments in career and technical education and a cultural mind-set that no longer places much value in high-paying craft careers like construction.”
ABC President and CEO Mike Bellaman adds, “The more stories, the more content [and] the more social media we can get out about our great industry, the better. Go Build will be a great way to make that message more relevant to high school students.”