URS and Miami-Dade County Public Schools Promote Training and Host Community Job Fairs
Challenge:
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ECA was hired by URS Corp. [NYSE: URS], a global engineering design firm, to create awareness of the programs available through Miami-Dade County Public Schools (M-DCPS), offering skilled-trades and construction classes as well as training and certification to community residents.
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The Community Workforce Development Program, a $3.7 billion program to renovate existing schools and build new schools, utilizes community residents to rebuild the community itself.
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This program is three-fold in that it will address the local skilled trade labor shortage, the rebuilding of community schools, as well as improving the overall skills of local residents to provide better opportunities for the future.
Approach:
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As part of Community Workforce Development Program, M-DCPS hosted two job fairs, which ECA promoted by writing press releases in English and Spanish, scripting radio commercials and print ads, using direct-mail pieces and placement in interactive media.
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ECA also acted as the liaison between Miami-Dade County Public Schools and the public by meeting with high-profile community officials, churches and businesses in order to create awareness and promote the events from within the community.
Results:
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Between the two job fairs, nearly 800 community residents attended and had the opportunity to fill out applications for training programs. Exhibitors at the job fairs included vendors, suppliers and contractors who conducted interviews and hired several qualified candidates on the spot.
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ECA secured placements in The Miami Herald’s Business section, The Miami Herald’s Neighbors section and The Miami Times. It was also listed in community calendars throughout local media outlets.
