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