Opportunity Corridor Section 2
Situation: The Opportunity Corridor Section 2 was a road construction project connecting Cleveland OH’s east and west sides. For years residents opposed building the road through their communities.
Role: We created and executed a public relations campaign to communicate the project’s benefits, quell the negativity and increase awareness of construction/trade employment opportunities.
Action: We began with a community kick-off event inviting local politicians, community leaders, pastors, construction owners, residents, and job seekers.
Working with a graphic designer, I wrote the content for “Opt-In for Opportunity,” the quarterly newsletter, and fliers for the monthly Career Awareness Sessions (CAS) and quarterly Contractor Entrepreneurial Series (CES).
Outcomes:
- Kick-Off Event: Located in an historic community theater, more than 450 people attended. I secured radio advertising, created fliers, and crafted the email distribution content.
- Newsletters: The 4-page, full color, glossy publications were physically and digitally distributed to the community, supporting organizations and members of the construction industry.
- CAS: I created the content for fliers that encouraged potential attendees to consider construction careers. It highlighted career benefits and the opportunity to speak with construction owners and union representatives. Over 38 sessions were held involving 370+ attendees. Quarterly CAS fliers (2500+) were distributed quarterly (50,000 annually).
- CES: To encourage minority construction owners to attend, in the fliers I underscored the benefits of securing construction contracts, cultivating relationships with construction owners and certifications. Fliers totaling 2500+ per CES event were distributed totaling 30,000 annually.
More than 68 companies attended the sessions, and ten contracts were awarded.