Forestry

BACKGROUND

The City of Milwaukee Forestry Division—along with the Forestry industry as a whole—is experiencing a lack of qualified job candidates for its available positions. This is due to several factors, including an aging workforce and a lack of awareness about what forestry jobs exist and the steps needed to enter the field.

To help identify key audience insights, 2-Story hosted a Message Map workshop with several industry stakeholders. Using this as a guide, we have created two separate campaigns for testing.

Message Map

Multiple ways to enter and advance

STORY

Challenging & adventurous work

A career in urban forestry is much more than just “a job.”

Marketing • Advertising • Writing • Design • Planning • Fun

It’s a way of life – a passion for physical work, interacting with nature, challenging yourself, experiencing adventure, and not being trapped in a cubicle.

Positive Point

Home Base

The opportunity to leave a legacy

We’re artists and code geeks. Strategists and doers. A little bit country, a little bit rock-and-roll. Are we a creative shop? A technical partner? We’re both. And then some. Bring your next marketing challenge to our 2-story shop. You’ll be doubly rewarded with a fun, collaborative experience and impressive results. Call us at 414-220-9663.

CLICK THE IMAGES TO SEE MORE DETAILS!

Whether you’re just graduating from high school, a college undergrad or graduate looking for a career, or you’re simply looking for a good-paying job or a second or alternate career, there are many paths to a career in urban forestry. And, because trees are everywhere, there are tree care positions available all over the world!

Positive Point

Unlike most skilled trades, a career in urban forestry delivers an opportunity to transform city landscapes and leave an environmental legacy that future generations will cherish.

Positive Point

A career in Urban Forestry provides job seekers with an exciting and rewarding alternative to a conventional career. It does this by offering challenging and often adventurous work, by providing multiple ways to enter and advance within a growing field, and by offering workers the opportunity to leave a lasting legacy on their community and the environment.

Background

Across the country, and right here in Milwaukee, there is a demand for urban foresters and tree care professionals. At the same time, the workforce is aging and youth are largely unaware of forestry opportunities.

» Fun

OPTION 1

venture outside of ordinary

Headline centric. Short lines, puns playing off the nature of forestry work, textured type with screen printed or rustic treatment on floods of color. Limited visual effects with possible background textures relevant to the content.

Other Possible Taglines: - Branch out - Just outside of ordinary - Venture outside of ordinary

Video of arborist in tree working

OPTION 2

A career above ordinary

Stereotypical office idioms, jargon, euphemisms or cliches paired with contrasting candid shots of working in/around trees and equipment relating to urban forestry.

Other Possible Taglines:

- Rise above ordinary

- Venture outside of ordinary

- Never stop growing

- Keep growing

HOKYAA SAns press Hokyaa Script

Gotham Bold

WHAT ABOUT WHO CAREERS CONTACT

video of Milwaukee and trees

than yourself

corporate ladder