Sydney, June 26, 2024: The Motor Traders’ Association (MTA) NSW has unveiled a groundbreaking integrated awareness campaign designed to significantly boost student enrolments in its on-site training programs. This initiative is in collaboration with the renowned B2B marketing consultancy, I.M.A.
The innovative campaign, titled ‘Learn an Auto Trade in the Real World’, is a comprehensive full-funnel approach aimed at highlighting the vast employment opportunities within the automotive industry. It emphasizes how MTA’s training can pave the way for a successful career in the sector.
The campaign features a diverse mix of digital, social, out-of-home (OOH) advertising including bus transits, regional radio, and programmatic audio. Jake Cush, Partner at I.M.A, stressed the importance of showcasing exciting career pathways in automotive trades to captivate the interest of both young men and women.
Cush explained, “This 1:1 training model has big benefits for both business owners and students, with flexibility for diverse learning preferences, and an awareness campaign was needed to increase student growth numbers and entice young men and women to pursue an apprenticeship or traineeship via an on-the-job MTA NSW Training Course.
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“We needed to position MTA as the slick, modern choice for training so ‘Learn an Auto Trade in the Real World’ became the underlying message across all platforms, highlighting the 1:1 training approach MTA offers, plus outlining benefits both to employers as well as current and prospective auto apprentices.”
The OOH campaign targets high-traffic transit routes around established automotive training locations, while regional radio ads specifically address employers by sharing authentic stories about the benefits of on-site training programs.
Cush further elaborated, “This highly targeted messaging and media spend approach is all about building the appeal and attractiveness of a career in automotive, whatever the trainee’s ambition, from dealerships and servicing to pit stops and boardrooms.”
Matt Connor, General Manager of Marketing at MTA NSW, highlighted the pressing skills shortage in the automotive industry and the association’s commitment to addressing this issue. He said, “The automotive industry is experiencing a skills shortage that has the propensity to impact the everyday Australians’ ability to have their vehicle repaired or maintained. As the peak body of automotive we see it as our responsibility to position the industry for the exciting, diverse and evolving opportunity that it is and provide a style of apprentice training that is centred around the individual rather than the institution. ‘Learn an Auto Trade in the Real World’ captures our key proposition and we are seeing our student numbers grow month on month.”
In addition to the awareness campaign, MTA NSW’s Jobs Board, a crucial part of its overall automotive jobs strategy, has been revitalized by I.M.A. The refreshed site now boasts an enhanced creative look and feel, with tailored messaging and positioning for both apprentices and employers.
Cush concluded, “Early data indicates an upswell in site visits and enquiries and we are looking forward to the campaign increasing awareness of MTA training and resulting in sustained lead generation.”
The ‘Learn an Auto Trade in the Real World’ campaign is already live and making waves across New South Wales.
