The Technology and Manufacturing Association (TMA) is a non-profit association founded by manufacturers for manufacturers, to establish programs and services that help their community prosper.
One sector of the TMA, the TMA Education Foundation, created a one-of-a-kind externship program to introduce young people to secure valued careers, while also helping bridge the manufacturing skills gap. The externship provides recent high school graduates with an expense-paid opportunity to learn from seasoned professionals and gain hands-on experience in manufacturing.
We named the pioneer program “be next,” to encourage recent graduates to be the next manufacturing success story. This name coupled with the tagline “Make Your Future” presses the point that students have an expense-free option to obtain a higher education and secure a comfortable future. Lastly, we reimagined the term “externship” to be a bit more on brand, giving us “nexternship.”
Once the “be next” brand was developed, we helped recruit the first round of program participants. We created informational one-pagers that highlighted key details of the program and versioned multiple copies to speak to each of the audiences (students, parents, schools, and employers). We also developed a landing page where interested prospects could gather more information, as well as download and submit their application. Armed with these tools, the TMA Education Foundation was able to kick off their recruiting efforts at the International Manufacturing Technology Show (IMTS) 2016.