The Maine Apprenticeship Program
Adding 75,000 Workers to the Labor Force by 2029
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Team
Good work lives here
The Maine Apprenticeship Program (MAP) is a vital part of Maine’s economy and an important tool to add 75,000 workers to the labor force by 2029. The Maine Department of Labor (MDOL) hired Ethos to create and execute a brand, creative concept, and multi-platform campaign to increase awareness for MAP with Maine’s employers and workers, while also expanding the number of high-quality certified pre-apprenticeship and registered apprenticeship programs offered in priority communities statewide.
Your way to a better workforce
Ethos spearheaded a unique, multiplatform statewide campaign called Good Work Lives Here. Campaign work began with establishing a visual understanding of how to realize the brand of the Maine Apprenticeship Program, resulting in brand boards, key messages, and crucial market research to fully understand how best to target key audiences. This work led into the development and production of all campaign collateral pieces, including pull-up banners, rack cards, trade show booth signage, flyers and digital ads.
We make finding the right fit for the job easier
Next up was the creation of a highly interactive and accessible website. Working in collaboration with MDOL and InformME, Ethos designed and built a website to serve as a one-stop portal for employers to explore the benefits of MAP, access resources, and initiate their journey. The site also offered job seekers a comprehensive, searchable statewide map to discover apprenticeship and pre-apprenticeship opportunities and provided parents, guardians, and guidance counselors information about the program and why it made sense.
In their own words
Using primary key audience research, brand creative work, and key messaging, Ethos created new videography and photography assets from around the state, focusing on apprenticeship stories in the trades, healthcare, aquaculture, and education. These assets ran on traditional (TV, radio, and print), digital, and social media platforms and were leveraged to generate earned media.
Included in these were assets targeting underrepresented groups in Maine’s labor force, who have historically faced barriers to apprenticeship opportunities. To help address Maine’s critical workforce shortages, New Mainers are a vital resource and an important target audience for the Maine Apprenticeship Program. To reach them, Ethos ran ads strategically on platforms such as Amjambo Africa and Maine Public.
A profound impact
The Good Work Lives Here campaign had a marked effect on the Maine Apprenticeship Program. In 2023, the number of people registered in apprenticeship programs more than doubled 2022 figures—reaching 130 sponsors and 3,088 apprentices.
During the time that the Good Work Lives Here campaign has been live in 2024, the work has resulted in 31,325 website visits and 68,699 event conversions. (An event conversion includes actions such as form submissions, engagement with the interactive map, views of different embedded videos, downloading resource pdfs, etc.)
