Case Study Builders Academy Australia

Tradies value skills and know-how. But they don’t respect teachers or formal education. Builders Academy offers tradies an opportunity to upskill in a challenging, hands-on learning environment. But how do you coax tradies back to school when most couldn’t wait to leave?

The Brief

In October 2014, The Simonds Group asked Sense to turn their new training organisation into the leading Australian institution in building and construction.

The Solution

Sense discovered that while tradesmen acknowledge training’s benefits, negative experiences have left them emotionally disconnected from education. We had to sell this audience on the opportunities further education offered.

So we positioned Builders Academy as a place absolutely unlike school, where tradies could learn skills that would earn them peer recognition. Our call to action was to be more than just a tradie. It was to “become a legend”.

Sense built the brand through a new visual identity and advertising campaign. Our complementary digital campaign, landing pages and easy online enrolment netted the highest conversion rate of any Sense project.

The Outcome

Builders Academy launched with five courses and zero enrolments. Within 18 months it had 12 courses and over 5,000 students. As a result Builders Academy employed 30 extra trainers and opened new centres in NSW and Queensland.

Today unique visits to the website average of 1,500 per month and Builders Academy is Australia’s fastest-growing provider of construction training.

What we did:
  • Brand Creation

  • Communication Strategy
  • Digital Strategy
  • Customer Engagement
  • Art Direction & Copywriting
  • Integrated Campaign Ideation
  • UX, UI & Digital Design
  • Website Development
  • Conversion Optimisation
  • Social Media Campaigns
  • Landing Pages

Builders Academy man and logo
builders-academy course guide covers
builders academy diploma gold foil stamp
builders academy business cards
Builders Academy website design
builders academy office display
builders academy logo stationery
builders academy logo on blue cap and shirt uniform
builders academy business card
Builders Academy be a legend rock posters
builders-academy course guide covers 2
builders academy van wrap design
Builders Academy logo formation
Builders Academy billboard ad