From Classroom to Construction Site
The Boldt Company and
Oak Creek High School
Situation
Annually, The Boldt Company engages in the “School to Career Partnership” Youth Apprenticeship Program, an initiative sponsored by the Wisconsin Department of Workforce Development. This program effectively bridges the gap between academic instruction and practical work experience, supporting students as they transition into the workforce. The youth apprentices involved in this program gain specialized skills in fields including architecture, construction, and marketing.
Opportunity
As a part of the 2024 Strategic Communications Plan for The Boldt Company, Kane Communications Group worked to identify and pitch proactive stories for placement in print & broadcast media. In early May of 2024, Kane identified an opportunity to pitch a media story pertaining to Boldt’s work with Oak Creek High School in Oak Creek, WI.
Oak Creek High School's Knight Construction Project students, in collaboration with The Boldt Company, successfully completed the renovation of the high school's community stadium. Through this project, junior and senior students gained invaluable real-world experience in commercial construction, leading to both the revitalization of their school's stadium and the acquisition of full-time positions within the construction industry.
Approach
The Kane team pursued the media opportunity that emerged, as it provided Boldt with a platform to tell a part of their story and strengthen their brand. Kane conducted interviews with representatives from Oak Creek High School, as well as Boldt, to find the best way to tell the story of the collaboration.
After conducting interviews, as well as secondary research into apprenticeship in the construction industry, Kane began to develop a media pitch, press release, and media advisory in preparation for the story. All of these items were carefully authored to garner as much media attention as possible.
The press release contained details of the story, including: quotes, in-depth explanations, and a general telling of the story at hand. Boldt published the release on their website shortly before the grand-opening of the renovation, and the Kane team attached the release to each of the media pitches.
The writing of this release was followed by the media pitch, written to target specific reporters in the Oak Creek area. Kane developed a list of over 30 members of the Southeastern Wisconsin region, inviting each to the grand opening of the stadium at Oak Creek High Schools. The pitch consisted of a brief overview of the situation, its timeliness, and the various visual and interview opportunities that would be available.
Finally, in the days leading up to the grand opening of the stadium, the Kane team sent one final media advisory to the list of reporters/outlets in the Southeastern Wisconsin region.
Results
One of the three core strategies Kane developed for The Boldt Company’s 2024 Strategic Communications plan was storytelling and brand strengthening. Kane worked throughout the year to find and pitch proactive stories for print and broadcast media.