Canadian Colleges for a Resilient Recovery
Helping mid-career workers upskill quickly for Canada’s green economy
Challenge
Canada’s transition to a net-zero economy is creating demand for new skills. C2R2 is meeting this challenge by helping Canadians upskill in retrofitting and green building within the construction sector. With a focus on mid-career workers, the ask was to drive awareness and enrollment for short-cycle training programs through the Quick Train Canada platform.
Solution
Along with creative assets, the campaign leveraged a full-funnel, multi-channel strategy to create a cohesive user journey from discovery through to action. Channels like YouTube and Programmatic Display built awareness at scale, while Google Search and Performance Max converted high-intent users into registrations. We developed a list of partners, built a partner toolkit, and executed outreach efforts. We also partnered with Indigenous Link to reach this under-represented community.
Outcomes
- 19.2 million total impressions drove awareness among all audiences
- There was strong engagement and action, with 660,944 total clicks and 29,339 register button clicks
“Our project presented a range of complexities, including integrating multiple brands while addressing the needs of national audiences and meeting project requirements. Banfield rose to the challenge with a thoughtful strategic approach, and they continue to help move our work forward toward our goals.”
Corrie Jensen
C2R2 Coalition Manager
