Final Project Kim Doherty

DEVELOPMENT OF MEDIA MESSAGING PRODUCTS TO ENCOURAGE
YOUNG WOMEN TO ENTER THE SKILLED TRADES
A report on the design and market testing processes

Kim Doherty
COMSTRAT 565 | Marketing Communication Management & Campaigns | Fall 2022
192
“Moreover, in a hundred years, I thought, reaching my own doorstep, women will have
ceased to be the protected sex. Logically they will take part in all the activities and
exertions that were once denied them. The nursemaid will heave coal. The shopwoman will
drive an engine. All assumptions founded on the facts observed when women were the
protected sex will have disappeared ... Anything may happen when womanhood has
ceased to be a protected occupation, I thought, opening the door.” -Virginia Woolf, 1929
TABLE OF CONTENTS
Executive Summary…………………………………………p. 3
Statement of Need……………..…………………………..p. 4
Target Audience………………………………………………p. 5
Theoretical Groundings…………………………………..p. 6
Messaging………………………………………………………p. 7
Formats……………………………………………………..p. 7
Market Testing………………………………………………p. 8
Emergent Themes…………………………………………p. 8
Media Product 1…………………………………………..p. 9
Media Product 2…………………………………………..p. 10
References…………………………………………………..p. 11
Appendix A
Original and Revised Marketing Materials)……………pp. 12-15
Appendix B
Focus Group/Interview/Survey Guide & Link)……. pp. 16-17
Appendix C
Revisions to Campaign Materials)………………………………..p. 18
Appendix D
Interview and Survey Transcripts)…………………………pp. 19-39
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EXECUTIVE SUMMARY
Purpose
To encourage young women to enter the skilled trades.
Objectives
• Increase awareness of the skilled trades as a potential occupation for women.
• Inform the target audience of the benefits of working in the trades.
• Persuade women they are capable and belong in the skilled trades.
Target Audience
The target audience for this campaign are women between the ages of 16-35.
Approach
Marketing materials were developed based on two concepts. First, Maslow’s Hierarchy of Needs pyramid,
which describes human needs. The campaign links human needs to the benefits of working in the skilled
trades with self-fulfillment and actualization being the ultimate reward. (Fast Company, 2014)
Second, concepts from the Theory of Planned Behavior, (TPB) (Azjen, 1985, 1991) are applied to influence the
target audience. Skilled trades offer non-traditional paths for women, so it is crucial to influence women’s
attitudes toward the profession, their understanding of social norms around the profession and perceived
control over their own career path. (Science Direct.com, 2020)
Previous research on this topic was also conducted by the author in May, 2022 for COMSTRAT 562, Creative
Media Strategies & Techniques, as part of an awareness campaign around the skilled trades. The goal for that
campaign was to inform current middle and high school students (GenZ) about the potential for career success
in the skilled trades. The campaign challenged stigmas and stereotypes and encourage hard work and “getting
your hands dirty” as a path to career success and a financially stable future. (Doherty, 2022)
Market Testing
Two sets of campaign materials were created to be shown to focus group and survey participants. The first set
includes a flyer and a banner depicting two female construction workers to be used on websites and social
media channels. The second set of materials include a social media post (could be used on Facebook, Twitter,
Instagram, etc.) and a TikTok post depicting a young woman doing woodworking set to a song with added
effects.
There were two interviews conducted, along with 10 participants filling out a survey form. Of the twelve
participants:
• Two were male and 10 were female;

• Three were in the under 35 target age group (but only two of those were female);
• Two participants currently work in the construction industry;
• All but one is people I know personally;
3
The materials were presented to a total of twelve individuals, with several representing the target audience.
There were two focus group interviews and ten surveys completed. Participants provided opinions on women
working in the skilled trades, their preferred communications channels and feedback on the campaign
materials (flyer, banner, social media, TikTok).
STATEMENT OF NEED
Description of Issue
The skilled trades need workers and women are capable of filling these roles. The skilled trades offer a
lucrative, rewarding, creative path. Some women aren’t aware of the skilled trades simply because they don’t
know the opportunity is available and/or aren’t sure how to get there. Additionally, the skilled trades are
male-dominated so women might not feel welcome or physically strong enough to do the job. They may also
be fearful of being treated poorly on jobsites simply because they are female.
The United States is in the midst of a skilled

trades crisis. In the spring of 2021, skilled trade
jobs remained unfilled for longer than any other
job category because of a lack of qualified
workers. The construction and trades industries
and our society in general, needs qualified, skilled
workers to ensure the infrastructure of our daily
modern lives is maintained. Most of us take
modern conveniences like electricity and
plumbing for granted, but they require skilled
workers to build, maintain and upgrade systems
and structures to support our daily lives.
As of 2021, women made up “less than 10% of

skilled trades.” (Aspinwall Plumbing, 2022). There
are specific barriers women face that make it
much less likely they will consider the skilled
trades and this campaign seeks to inform, encourage and persuade women they are capable of doing jobs in
the skilled trades. Some of those barriers include society’s stereotypes that trades are men’s work, that trades
require “extreme physical strength” (rather than physical fitness), young women aren’t informed about trades
jobs as much as young men are, job advertisements and marketing for trades jobs rarely depicts women and
the path to entering the trades can be confusing. (Womeninapprenticeship.org, 2022) In fact, a study “filed
with the Quebec parliamentary commission on gender equality in 2011, found 20 percent of women are
stronger than 50 percent of men.” (Construct Connect, 2018)
This campaign seeks to increase awareness, inform and persuade women on the benefits of careers in the
skilled trades.
4
TARGET AUDIENCE
The target audience for this campaign are women between the ages of 16-35, including members of both Gen
Z and Millennials.
Target audience personas:
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THEORETICAL GROUNDINGS
This campaign includes concepts from Abraham
Maslow’s Hierarchy of Needs pyramid, developed in the
1940s. The pyramid “shows the advancing scale of how
our needs lay out on the path to fulfillment, creativity,
and the pursuit of what we love most.” (Fast Company,
2014) Campaign messaging is also based on the Theory
of Planned Behavior (TPB), developed by Ajzen, in 1991.
“According to TPB, behavioral intentions are influenced
by attitude toward the behavior, subjective norm, and
perceived behavioral control.” (Sciencedirect.com, 2020)
The tagline developed for campaign designs is “Women

belong in skilled trades.” Belong is bolded for emphasis.
Belonging fulfills Maslow’s steps of belongingness/love
as if women feel they are wanted and needed in the
trades, they may be more likely to consider them. Each of the designs also feature women doing the work, not
simply looking at the camera. This serves two important functions. One, it fulfills Maslow’s fourth step –
“Esteem needs: prestige and feelings of accomplishment”; and the fifth step – “Self-actualization: achieving
one’s full potential, including creative activities.” (Fast Company, 2014)
Additionally, these changes are in line with Ajzen’s Theory of Planned Behavior (TPB). Using the word “belong”
helps women question the subjective norms in society so they may be more willing to attempt the behavior of
working in the skilled trades. Showing women actually doing the work also reinforces their perceived
behavioral control and may make it more likely they can see themselves as capable of working in the skilled
trades.
“Learn more” with a link to www.womenintrades.com has been included in designs and would link to a
website where women could listen to videos of actual tradeswomen tell their stories of what they do and how
they got there, research careers, and access links to apprenticeships and other training programs. This tactic
also reinforces behavioral control.
Each of the designs also include the number of jobs available along with salary and earning potential
information as this is an influential tool. It fulfills Maslow’s first and second steps in that women will begin to
understand with a skilled trades career they will be able to take care of themselves and their “Physiological
needs: food, water, warmth, rest” and their “Safety needs: security, safety” by earning a good salary. In
addition, the tagline, “Build. Your dream. Your career. Your life.” reinforces the fifth and highest of Maslow’s
steps, “Self-actualization: achieving one’s full potential, including creative activities.” (Fast Company, 2014
6
MESSAGING
Purpose
To encourage young women to enter the skilled trades.
Objectives
• Increase awareness of the skilled trades as a potential occupation for women.
• Inform the target audience of the benefits of working in the trades.
• Persuade women they are capable and belong in the skilled trades.
Key Audience Messages

• Women BELONG in the skilled trades.
• The skilled trades offer women a means to supporting themselves and their families well.
• Women can thrive in the skilled trades, just like men. Women in the skilled trades are strong, capable
and can do just about anything.
FORMATS
Media Products First Round
A flyer and banner as well as a social media image were created as first drafts to be shown to focus group and
survey participants. The flyer and banner contain the same identical images and some matching and some
varying and content. The image shows two young women in hard hats on a construction site, looking capable
and serious. Both include a “Women in Trades” logo and the words “BUILD: Your Dream. Your Career. Your
Life. The skilled trades need you. Women belong here.
Media Products Second Round

The flyer and banner were both revised based on feedback from
focus group participants. The most significant change photo for
each was the photo of the two women facing the camera looking
angry was replaced by a photo of a woman on a jobsite, doing a
job. She appears capable and active on an active construction
worksite.
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MARKET TESTING
Two sets of campaign materials were created and shown to focus group and survey participants. Recruited
from my own network of friends, family and colleagues. The focus group participants discussed the materials
at length with me after viewing them and answering preliminary questions. The survey was created in Google
Forms and answers were submitted online.
The first set of marketing materials includes a flyer and a banner depicting two female construction workers to
be used on websites and social media channels. The second set of materials include a social media post (could
be used on Facebook, Twitter, Instagram, etc.) and a TikTok post depicting a young woman doing
woodworking set to a song with added effects.
There were two interviews conducted, along with 10 participants filling out a survey form. Of the twelve
participants:
• Two were male and 10 were female;

• Three were in the under 35 target age group (but only two of those were female);
• Two participants currently work in the construction industry;
• All but one are people I know personally;
The materials were presented to a total of twelve individuals, with several representing the target audience.
There were two focus group interviews and ten surveys completed. Participants provided opinions on women
working in the skilled trades, their preferred communications channels and feedback on the campaign
materials (flyer, banner, social media, TikTok).
Interview script , questions and survey form – Appendix B
EMERGENT THEMES
Both the interview transcripts and survey responses were reviewed for opinions as well as feedback on
campaign materials and themes were identified. Identified themes and feedback were used to re-evaluate and
make some revisions to campaign materials as shown under Work Product 2, below.
Theme 1: Women belong/are needed in the trades and are just as capable as men to be there.
Every respondent agreed the trades are a good career path for women and that women are strong, critical
thinkers who can learn the skills needed to have a skilled trades career.
Theme 2: Opportunity to earn high wages & many jobs are available.
Every respondent identified the wages stood out to them on the materials. Several honed in on the
information provided on the number of jobs available and that they are in-demand career fields.
Theme 3: Women can learn the trades through training and apprenticeships.
Being able to learn trades on the job and through apprenticeships was mentioned as valuable, and an
alternative to a traditional four-year college path.
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Theme 4: There are barriers, real and imagined.
Many respondents commented that the trades are traditionally male dominated so that may discourage some
women from considering the field. They might imagine facing bias and stigma or be expected to behave or
appear in a masculine manner to fit in. Some commented people might think women aren’t strong enough
physically to be able to perform skilled trades jobs. Several respondents also indicated many women might not
know the trades are an option for lack of exposure, and more importantly, even if they did consider the
trades, they might not know the path to get there.
MEDIA PRODUCT 1
The flyer and banner contain the same identical images and
some matching and some varying and content. The image shows
two young women in hard hats on a construction site, looking
capable and serious. Both include a “Women in Trades” logo and
the words “BUILD: Your Dream. Your Career. Your Life. The
skilled trades need you. Women belong here. (Appendix XXX)
The flyer contains additional information on why the skilled

trades are a great career, a list of sample industries and a link to
a phone, email and website to “learn more.” The banner ad
includes a simplified message that asks “What are you waiting
for” and provides a link to a website. It also includes information
on available jobs and average pay as a way to incentivize
viewers.
The second set of materials for Work Product 1 include a social

media post and a TikTok video depicting a young woman doing
woodworking. The tagline was changed on this version and
states “Build your future in the skilled trades.” It also provides a
link to a website. In addition, the TikTok video uses music
(Badass Woman, Meghan Trainor) and effects to enhance viewer interest.
Dissemination plan: I had not indicated

where the flyer would be displayed, but
asked respondents where they would
expect to see a flyer like this. The banner
was intended for use as a pop-up ad on
websites, YouTube, etc. The other two
designs were created for distribution on
social media (Facebook, Twitter,
Instagram) and on Tik Tok. Designs will
be posted daily to social media sites for a
period of sixty days and then evaluated
for metrics and reach. The flyer will be
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distributed to job search offices, construction jobsites, career centers at local high schools, community
colleges, colleges and trade schools, and hung in areas around the community (libraries, coffee shops, etc.).
MEDIA PRODUCT 2
The flyer and banner were both revised based on feedback
from focus group participants. The most significant change
photo for each was the photo of the two women facing the
camera looking angry was replaced by a photo of a woman
on a jobsite, doing a job. She appears capable and active on
an active construction worksite.
Dissemination plan:
The banner will be
used as a pop-up ad on
websites, YouTube,
etc. The other two
designs were created
for distribution on social media (Facebook, Twitter, Instagram) and on Tik
Tok. Designs will be posted daily to social media sites for a period of sixty
days and then evaluated for metrics and reach. The flyer will be
distributed to job search offices, construction jobsites, career centers at
local high schools, community colleges, colleges and trade schools, and
hung in areas around the community (libraries, coffee shops, etc.).
Additionally, these designs and a press release will be sent to local media
for potential sharing across multiple media platforms. Will also work with
industry partners to further share materials and messaging
(apprenticeship centers, construction employers, college and trade school
partners, etc.).
See Appendix A for Original and Revised Marketing Materials
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REFERENCES
Goodreads. (n.d.). A quote from a room of one's own. Goodreads. Retrieved December 9, 2022, from
https://www.goodreads.com/quotes/7208235-moreover-in-a-hundred-years-i-thought-reaching-my-
own
How to use 10 psychological theories to persuade people - fast company. (n.d.). Retrieved December 9, 2022,
from https://www.fastcompany.com/3030173/how-to-use-10-psychological-theories-to-persuade-
people
Outreach & Recruitment Resources. Outreach & Recruitment Resources -. (2017, March 25). Retrieved
November 17, 2022, from https://womeninapprenticeship.org/training-provider-resources/outreach-
recruitment-resources/
Plumbing & HVAC trades for Women: Aspinwall Plumbing & Heating. Aspinwall. (2022, May 19). Retrieved
November 15, 2022, from https://aspinwallplumbing.com/plumbing-and-hvac-trades-for-women/
Reichert, P. (2019, March 14). How to encourage millennials to take on a skilled trade: Hamilton-Ryker.
Hamilton. Retrieved November 12, 2022, from https://www.hamilton-ryker.com/2019/03/16/how-to-
encourage-millennials-to-take-on-a-skilled-trade/
Theory of planned behavior. Theory of Planned Behavior - an overview | ScienceDirect Topics. (n.d.). Retrieved
December 9, 2022, from https://www.sciencedirect.com/topics/medicine-and-dentistry/theory-of-
planned-behavior
What will it take to draw women to the skilled trades? - constructconnect.com. Daily Commercial News. (2018,
November 19). Retrieved November 12, 2022, from
https://canada.constructconnect.com/dcn/news/labour/2018/06/will-take-draw-women-skilled-trades
Woll, S. (2022, February 17). How skilled trades can meet these 3 needs of millennials and gen Z in the
Workplace. EAB. Retrieved December 9, 2022, from https://eab.com/insights/expert-
insight/facilities/skilled-trades-meet-needs-millennials-gen-z-workplace/
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APPENDIX A
Original and Revised Marketing Materials
Original Flyer
Revised Flyer
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Original Banner
Revised Banner
Original Social Media Post
13
Revised Social Media Post
Original Tik Tok Post

Link to TikTok post (includes animation and motion)
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Revised Tik Tok post
Link to TikTok post (includes animation and motion)
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APPENDIX B
Focus Group/Interview/Survey Guide & Link
Introduction/Purpose:
Hello, thank you for agreeing to meet with me/take this survey. My name is Kim Doherty, and I am a student
at Washington State University’s Morrow College of Communication. I am working towards my Master’s
degree in Strategic Communications. This interview/survey is for a final project in my COMSTRAT 565
Professional Marketing Communication Management and Campaigns class. The project focuses on creating
messaging and marketing to encourage women to consider entering the skilled trades as an occupation.
The purpose of this interview/survey is to gain feedback on marketing and communications messaging around
the recruitment of women into the skilled trades. We will review a flyer and social media samples. There are
several questions I have developed for you to answer but there is also an opportunity for you to share your
thoughts along the way.
If you are being interviewed, I may ask questions to discover further insight after you answer questions, in real
time. If you are filling out a survey, I will also have further questions which I can send via text/email or call you
on the phone to discuss, according to your preference.
Interviews and survey responses are being recorded and will be submitted with my final project. The questions
and responses will be transcribed and categorized to discover emergent themes and be used to edit and
improve upon the marketing materials and messaging. I appreciate your thoughts and opinions so I encourage
you to be honest with your feedback and critique.
Do you have any questions before we begin? Let’s get started!
Introductions/Information Gathering:
Demographic and topic questions:
• Please tell me if you are under 35 or over 35 or if you prefer not to answer?
• Are you male or female or prefer not to answer?
• Survey only – please provide your contact information and preference for follow up questions
Email, Phone, Text
• Can you share any stories about women you know who work (or worked) in non-traditional occupations
normally held by men? How did they get there?
• Do you think the skilled trades are a good occupation for women? Why or why not?
• What do you think are the biggest barriers for women entering the skilled trades?
• Do you know anyone (male or female) who works in the skilled trades and if so, what is their
trade/occupation?
• What are your preferred communications channels? Social media? Television? TikTok? Around town?
QR codes? Websites?
Flyer Questions
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• What is the first thing you notice about this flyer?
• What is the main message of the flyer?
• What do you like about it?
• What would you change?
• What is the call to action?
• What information is missing or what questions do you still have after viewing the flyer?
• Where would you expect to find a flyer like this?
Social Media Questions

• What is the first thing you notice about the banner/social post/TikTok posts?
• What is the message being conveyed?
• What do you like about these marketing pieces?
• What do you dislike about these marketing pieces?
• What would you change?
• What is the call to action?
• What is missing?
• What questions would you have after viewing these marketing pieces?
Closing
Thank you for talking with me/taking this survey. Do you have any other thoughts or questions you would like
to share before we wrap up? I appreciate your time and your honesty and willingness to participate in this
project.
For survey participants only – Following survey review, I may reach out for additional follow up questions or
clarification. I will communicate via method indicated at the beginning of the survey.
Survey
Survey Link: Skilled Trades Questionnaire: https://forms.gle/CQkkMJxFpfNs3zaUA
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APPENDIX C
Revisions to Campaign Materials
MEDIA PRODUCTS REVISIONS

• Tagline for all materials – changed from Women In Trades with a logo to Women BELONG in SKILLED
TRADES
• Removed “Women in Trades” logo on all designs
• Earn while you learn, number of jobs available, wages are listed on all materials
• Flyer & banner changes:
o Women in flyer and banner looked angry – found a different photo of women DOING the work
on a jobsite and looking satisfied and capable
o Women Belong in Skilled Trades – emphasis on the word “Belong” and removed the ‘lift effect’
as it looked a little blurry
o Made the word BUILD larger, and added a grey background so it stood out more
o Flyer: Made the text in bottom right larger and a darker font for legibility, Bolded each of the
industries names so they are more legible, HVAC….and more replaces HVAC and much more!
o Banner: Removed “What are you waiting for” – out of place, didn’t add to the design effect,
Added “learn more” with an arrow and made the womenintrades a darker font so it stands out,
changed the photo so had to change the layout, added, “learn more” with an arrow and made
womenintrades.com darker so the font stands out
• TikTok and social media changes:
o Replaced with video of a woman doing electrician work, actively, rather than a static photo
o Added a ‘ruler’ icon to top right for added interest
o Deleted “Build your future in the skilled trades” and replaced with Learn More:
www.womenintrades.com
o Added additional digital ‘effects’ for interest while watching the video
o Removed the period after BUILD, and made font larger for impact
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APPENDIX D
Interview and Survey Transcripts
I = Interviewer
R = Respondent
Interview #1 – Jim D.
I: Thank you for meeting with me today. My name is Kim Doherty - as you know - and I'm a student at
Washington State University in the Edward R Morrow College of Communication for my Master's Degree in
Strategic Communications for a final project in my professional Marketing Communications Management
Campaigns class. The project focuses on creating messaging and marketing to encourage women to consider
the skilled trades as an occupation.
The purpose of this interview is to gain feedback on marketing and Communications messages around
recruiting women to the skilled trades. We will review a flyer and some social media samples and there are
several questions I have to ask you but there's also an opportunity for you to share your thoughts along the
way. As you're being interviewed, I also may ask questions to discover further insight. After you answer
questions interview responses are being recorded and will be submitted with my final project. The questions
and answers will be transcribed and categorized to discover emergent themes and be used to edit and
improve upon the marketing materials and messaging.
I appreciate your thoughts and opinions ….be honest with your feedback and critique.
Please tell me if you are under 35 over 35 or prefer not to answer.
R: Over 35.
I: Do you happen to know any women that work in the skilled trades and if if you do what occupation do they
have?
R: I do I don't know them personally but I've seen women electricians women plumbers and mostly in the
architectural field and with the company that I work for Compass construction we have a few project
engineers and project managers and a couple of assistants to that are female.
I: Thank you. Do you think the skilled trades are good occupation for women and why or why not?
R: instead of going to college I always a lot of things in my opinion I think the average electrician in beginning
with the Union's is $54 an hour and for those that are ready for college or just don't want to go it's a good
outlet for them to make an excellent living.
I: What do you think might be the biggest barriers for women entering skilled trades?
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R: It's a male-dominated field so a lot of them you know having to compete against the men they might be
apply that maybe it is her get dirty and not want to do that, I think.
I: On another topic when you are hearing messages of any kind what are your preferred communications
channels?
R: social media, television, TikTok, websites to do research
I: how do you get most of your marketing messages?
R: a bunch of women on Tik-Tok that are in the trades that they show the videos just one in particular who's a
pretty awesome welder and she shows all of her stuff is pretty cool I think they should jump into those fields.
I: So, I'm going to show you some of the marketing materials now and the first thing we're going to look at is a
flyer that I put together so I'm going to give you a minute just to kind of look at it.
I: Okay so what's the first thing you notice, what's the second thing?
R: The amount of money they can make actually. Both of those are true being around the tradespeople
everyday most have a no skill meaning you can you can walk in off the street and I'll train you how to do the
job, get you set up for the required exams in the state of Washington that you would need and if you're
getting paid to do so I know the way to for these people to do it is to go to an actual trade school where they
get their hours and work towards their certification for different skill sets. I’ll use electrical is an example. I
need to get a level one certified they can always work under a level one certified person until they can actually
take the exam and that brings in 100 + K a year jobs… motivation for people to go and do it.
I: Do you think, and I know you're not a woman but do you think that this flier would appeal to women?
R: A woman on the job site , yeah, I think this would work I mean take away after you've looked at everything
give it a try and go and get into the trades. Great opportunity for women to be part of that industry that was
once male-dominated.
I: And what do you like about the flyer?
R: Well, it's right to the point.
I: What would you change?
R: Maybe put a little bit more in detail of what type of the processes are for them to get to these types of jobs
I don't know.
I: Okay what is the call to action that you see?
R: Say it again?
I: What's it called the action, what are you being asked do? Look into?
R: From what it says in your ad it's basically trying to recruit women into the skilled industry's trade.
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I: You already answered what would be, what was missing cuz you said maybe have more information about
possibly some links to all the types of schools and Industries.
R: Maybe have links on there or website for them you know to go research more information on maybe the
flyer.
I: Where would you expect to see a flyer like that?
R: I think you might come across a newspaper maybe job site I guess you could post this online sending out
like you said through social media. I think today's youth really weigh more heavily on social media than my
generation.
I: What's the first thing you notice?
R: Women are using power tools look like she's building something.
I: What messages being conveyed or is there one and if you don't think there is one then it's okay to say that.
R: She looks like a woodworker and that's a great picture but I would be a little bit more specific on what
dream careers.
I: Is there a call to action here that you can see? I need general feedback.
R: Skilled trades need you… it shows the salary that they could potentially earn, how many jobs are actually
out there unfortunately all of the construction guys are starting to retire out there's no backfill that's a huge
problem. Having right on their how many jobs are out there, things like that it's a good ad but I think I would
also emphasize what I just said.
I: Okay one more for you to review that is Tik-Tok pretty similar to these other ones I think I sent you the link I
have it right here but will it play on here send it to my email.
R: So pretty much it's similar feedback on the TikTok specifically but I would say maybe find videos of women
doing the job transitioning through the different types of trades, the song was pretty catchy and cool but show
these women doing these jobs like I said there's several out there that are actually doing the work. Connect
that to them, like videos of the actual women physically doing the jobs.
I: Any other thoughts questions to share before we wrap it up?
R: No, I’m good.
I: Thank you. I appreciate your time and your willingness to participate and your honesty is going to help me to
make a better marketing piece.
Interview #2 – Meghan D.
I: Okay please tell me if you are under 35 / under 35. Are you male or female or prefer not to answer?
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R: Female.
I: I've got your contact information so I don't need to ask you that do you happen to know any women that
work in any of the skilled trades or in the trades Industries like plumbing, electrician construction
management. Do you know anyone that does that kind of work? Do you think the skilled trades are good
occupation for women and why or why not?
R: I think it's a great option if they have interest in non-traditional fields. I think that's a great way to break the
barrier, break into that if it's a career you're interested in and it just kind of gives women more opportunities.
I: That was an awesome answer.
R: I don't know how to say it like they're showing other women that they don't have to just work a typical
office job or you know what society puts on them like the mother being at home with the kids. She can have
her own career to be something just for women.
I: Great what's a really good answer. What do you think are the biggest barriers to women for entering the
skilled trades or the construction fields?
R: They might get looked over because of their gender , it could be an issue and prevent them from getting
interviewed, being overlooked. And a male-dominated industry there might be that sense of like why would a
woman want to come up here.
I: Any other barriers you can think of?
R: Physical barriers depending on the job you know like the if it's manual labor versus is it just construction
management so I guess I could be another thing right, do they have the physical capacity to perform on the
job.
I: Okay so in this question is for you personally - what are your preferred communications channels like where
do you get your information?
R: TV, social media I prefer a mixture of different outlets that I kind of look to especially like Forbes Magazine I
feel like it is pretty up-to-date on what's happening and what's trending in the business world and I also like
seeing different views from Tik-Tok from people from all over to come and get their 2 cents a lot of times
they'll post certain topics that are trending so it's pretty cool to see how involved people get with that kind of
thing , by like Fox News so you just someone I will prompt you're like oh this is what's happening believe it you
know I got to have a lot of the news Outlets
I: I need I need you to look at the flyer so click on that document and just take a minute or so to take it in you
don't have to say anything yet just kind of look it over.
R: I just thought of another barrier.
I: Okay what is it?
R: I don't know but like it opened up opportunities as far as like career opportunities.
22
I: Okay first question and there's no wrong answer and I won't get offended I'm looking for feedback and
critique I need honest feedback and I can take it what is the first thing you notice about this flyer?
R: I can definitely tell there's a collective theme for the trades, it looks like it's more geared towards
construction type work. Looking at what's in the background and of what they're wearing they have like hard
hats; goggles they look like they're building things. This one has a theme of trades and construction.
I: Okay, is there a main message that you think the flyer overall gives?
R: I would definitely have to say it's related to career choice and just working in the trades itself
I: Okay, what do you think is good or what do you like about the flyer?
R: I like that it's balanced, everything seems to be the correct sizing as far as font is not too distracting and
then I like the color choices as well I think it kind of adds to the construction feel like the yellows with the
white, I feel like it helps draw attention to the poster.
I: What would you change about?
R: I don't know if that is just the view that I'm seeing but it's like blurry to see like I don't know if it’s just
because the way I'm looking at it is it actually blurry in person? Change font color to break against with the
main messages so they can see what the contact info is and the pages to look at.
I: If you saw this flyer somewhere what would you say is the call to action what is the flyer trying to encourage
you to do if anything?
R: I would say first main message is kind of repeated throughout the poster is just the sense of having a career
for yourself and is kind of a play on words like build your kind of a nice life for yourself.
I: Do you think there's anything missing or are they are questions you still have after you see it what questions
are in your mind?
R: Is this poster just like a general message about the trades or is it like a specific course somewhere or is it
you know is this more like just a general ad to the audience of like just showcasing the trades or is it
specifically a call to action to become in the trades.
I: Okay that makes sense -where do you think it would make sense to place this flyer or where do you think
you might see something like this?
R: I would say like a career fair for like college students that are just kind of figuring out what they want to do
cuz it would definitely be like a good option if they don't like the traditional route of schooling right places like
Work Source would be a good option too if they're just trying to get in the workforce that could be a good
option.
I: Great okay moving on to the social media. I think you said the second one was more engaging because it was
showing kind of look like actors versus, you're saying doing the trades.
R: The first one looks like a stock photo
23
I: Yeah, that's exactly what it is okay.
R: And the second one it looks like she's actually doing something or like building something like it's
believable. The first one just they're just wearing the gear you know.
I: Got you, I'm going to have you click on the TikTok link so it might pause your screen but do you have the
volume on it you can hear it okay so pretty much same thing same questions what do you like about it what
would you change, is there a clear message coming across?
R: Hold on I’m watching it again… see the messages as far as like encouraging women to go into the field or
trades.
I: What would you change?
R: It says @womenintrades …is cut off where the s is.it doesn’t fit the full screen…cuts off….
I: What is missing? How could I make it more compelling?
R: The other like things you can add to the photo or like make it more like Interactive more like put like
resources of where they said take classes or like I don't know like resources of like learning more about the
trade like a link or something and like you can add that kind of information on your profile like if you put check
my bio for more info on the description of it
I: Okay so you do like Link in BIO like page on Instagram?
R: You can usually put it like when you post the video like usually people like comments underneath where it
says your name like Kimberly Doherty 107.
I: Okay I'll have to check that out cuz I don't use Tik Tok often so it's new for me. Do you have any other
thoughts or questions that you want to share before we wrap up and anything else just general feedback or?
R: No.
I: Well, I appreciate your time and your honesty and your willingness to participate in this project and I might
reach out to you for a follow-up question at some point is that okay? Thank you, Miss Meghan.
Diane Survey
Email*
diane.bradford88@gmail.com
What is your first name?

Diane
Please provide an email address and phone number for follow up questions.
24
206-351-9240
Please indicate the way you prefer to be contacted for follow up questions: Email
What is your age group: Over 35
What is your gender? Female
Please share if you know any women who work in the skilled trades? If so, what is their occupation and tell a
bit about how they got there?*
Not sure
Do you think the skilled trades are a good occupation for women? Why or why not?*
Yes
What do you think are the biggest barriers to women entering the skilled trades?
Bias and exposure to/interest in the field
What are your preferred communications channels? Social media? Television? TikTok? Around town?
Websites?
Facebook
What is the first thing you notice about this flyer?

The industries checklist in lower right
What is the main message of the flyer?

Skilled trades want more women in the field and offer good jobs
What do you like about the flyer?

Color palette works well for content and is easy to read
What would you change about the flyer?

The photo is great for context but the one on the left looks a bit unhappy, which doesn't inspire me to do that kind of job.
What is the call to action?

Contact women in trades
What information is missing and/or what questions do you still have after viewing the flyer?
How does Women in Trades help you? Do they place you in jobs? Provide training?
What is the first thing you notice on the social media posts above?
The woman in the photo looks legit focused and engaged like a craftswoman - love that.
What is/are the message(s) being conveyed?

Develop your skills and craft.
25
What do you like about these marketing pieces?
Love the photo in the social media pieces.
What would you change or what is missing in these marketing pieces?

The "what are you waiting for" in the banner could be left off.
What questions would you still have after viewing these marketing pieces?
Same as flyer - what exactly does Women in Trades do?
Thank you for taking this survey! Do you have any additional thoughts or questions to share? I appreciate your
time, honesty and willingness to participate in this project.
Great job, Kim! You are so talented and we are lucky to have you.
Elyse Survey
Email*
elyseharrrington52@gmail.com
Elyse
360-239-2474
Please indicate the way you prefer to be contacted for follow up questions: Text
Not off the top of my head
Sure, it is a great alternative for students to pursue other than four-year colleges
There should be none in my humble opinion . Women can do just as much if not more than men . They just need to
believe in themselves!
Websites?
Instagram, Fox News, NBC, local papers
26
There is a demand for women to take on blue collar jobs with training available to any women who is interested .

Jobs are available

The picture of the two women with hard hats on in a construction site

Make the font bigger to be seen easier from far away . Change the color of the font to black on white with phone # and
email address so it is easier to read .

Women can do any job with training just like men!
Time frame to apply by ?
jobs are available to all women

Paid training for skilled labor in many fields

Colorful , easy to read

font and change of color on the phone # and email. date of when to apply by
none
will you be posting these posters on bulletin boards in high schools? coffee shops? YMCA, vocational schools ? community
centers and other local facilities in and around cities or towns ? Will there be scheduled presentation where potential
interested women could attend to hear more information on this program ? If so when and where?
Erin Survey
27
Email*
hiitserin@gmail.com

Erin
Hiitserin@gmail.com 425-446-0649
What is your age group? 35 and under
None
Yes, opportunity to make more money
Not knowing where to start or where to go
Websites?
Facebook, newspaper

How much money you could possibly make

Women can have physical jobs too and learn more

It lists multiple industries that are possible

Maybe have the women smiling, the one on the left looks angry

Not sure
28
None
The headline

Woman can have physical demanding jobs

Just that it’s finally being advertised for women

Nothing

Not sure
None
James survey
Email*
j.doh23@gmail.com

James
j.doh23@gmail.com
Please indicate the way you prefer to be contacted for follow up questions Text
What is your age group? Under 35
What is your gender? Male
Please share if you know any women who work in the skilled trades? If so, what is their occupation
and tell a bit about how they got there?*
No
29
Yes. Better pay with no college degree.
Being a minority since men make up most of the construction .
What are your preferred communications channels? Social media? Television? TikTok? Around
town? Websites?
Social media, tik tok, websites.

An opportunity for a good wage without a college degree.

Women can do the jobs too.

Aimed at getting more women into the trades.

Steer people into union trades vs nonunion for a better wage/ pension and working conditions.

Signing up to start a career.
None.
A woman in a woodshop not in the field.

Women can also work in the trades and earn the same wage as a man.

Helps point women who are interested in this line of work in the right direction.

Show a woman in the field, on a construction site doing a skilled trade job.

N/A
30
What are starting apprentice wages?
Thank you for taking this survey! Do you have any additional thoughts or questions to share? I
appreciate your time, honesty and willingness to participate in this project.
Is this also for construction management?
Jennifer Survey
Email*
JGOODHART@EVERETTSD.ORG

Jennifer
jgoodhart@everettsd.org 425-385-4042
What is your age group?* Over 35
What is your gender?* Female
My old neighbor's oldest daughter became a lineman, but I didn't keep in touch and am not sure how she got there.
Yes, because there is great opportunity for a good paying career in the trades.
I'm guessing the biggest barrier is lack of education around what are skilled trades and how to enter them.
Websites?
social media and websites

The image caught my eye first, and then the tag line.

Women belong in the trades.
31
That it spells out the need and opportunity.

Only the background color. :) From gray to a dark blue or something. But nothing on content.

Look into what trades might be a good fit for you.
I can't think of anything. Maybe if there was an in person or online orientation or workshop to learn more, to hear from
women who are already in the trades and their story. The question below won't allow me to fill in...but I'm thinking
college and career fairs or Peachjar.
The image

There are opportunities for women in the trades

I love the images.

Listing what some options are for careers.

Visit the website to learn more.
Maybe list what some trade options are for those who don't really know.
Nice job!!!
Kathy survey
Email*
kreeves@everettsd.org
32
Kathy
kreeves@everettsd.org, 425-385-4049
What is your age group? Over 35
What is your gender? F
Please share if you know any women who work in the skilled trades? If so, what is their occupation
and tell a bit about how they got there?*
I really don't
Yes, because there is no reason not to - women are critical thinkers, strong, creative, etc. Everything you need
not knowing the opportunities or thinking it is just for men
What are your preferred communications channels? Social media? Television? TikTok? Around
town? Websites?
Websites and social media

the women's faces/countenance

trades are a great way for women to build a career

it gives the pertinent info on the left - job openings and pay and how to get training

have the women look a little less stern - don't want to think you have to be a tough guy to do trades

go to the website or email to learn more
33
Is this campaign associated with a specific employer or organization? (the next question doesn't give space to
answer?)
cursive font seemed out of place

this is a great place for women to work

the play off "build"

the women all look tough - may be what you are trying to represent, but women don't have to feel or be tough to
be in the trades - kind of feels like one of the barriers might be they think they need to be

find out more
What employers this would connect me with for internships, etc.
Thank you for taking this survey! Do you have any additional thoughts or questions to share? I
appreciate your time, honesty and willingness to participate in this project.
great job!
Kim A. Survey
Email*
Andersonke@mukilteo.wednet.edu

Kim
425-356-1220
34
Sorry I’m late with this
I'm not sure I know what skilled trades actually are. A definition and some examples would be helpful. Also, this
paragraph breaks funny: The purpose of this survey is to gain feedback on marketing and communications messages. You
will review a flyer and several social media samples.
Knowing the options available, like type of jobs, job requirements and potential pay. It would also be helpful to have
female role models -- so that young women can see others who are doing this type of work.
Websites?
Social Media and websites.

Women. Interesting information. I like it, good job!

High paying jobs with many openings are available to women.

Grabs your attention. Not too much detail, but enough.

BUILD gets lots because it is while. Another color would be better.

The skilled trades need women!
No
The first one has more information. The second two need the "earn while you learn" line. I see women working in non-
traditional roles.

Women are needed, and the jobs pay well.
35
They are well done.

Just add the line on the second two pieces.

Left blank
Left blank
Left blank
Linda Survey
Email*
LCarbajal@everettsd.org

Linda
LCarbajal@everettsd.org 425-385-4041
What is your age group?* Over 35
What is your gender?* Female
My daughter used to be a diesel engine mechanic, but has switched her passion and is now a cosmetologist. She has
always had an interest in pursuing trades that are typically filled with men. She enrolled in the CTE Automotive Tech class
in her junior year, bussed over to CHS from JHS. Her first job was in a bowling alley and through grit and perseverance,
she convinced the lead mechanic to transfer to the mechanical side of the bowling alley working alongside other
mechanics. She then pursued her diesel engine certification at Lake Washington Tech School and after graduation was
selected to work for Blue Bird, the school bus company. She moved on from there to a heavy equipment rental place and
after a few years decided she wanted to pursue cosmetology. I think it was difficult for her to gain the respect needed to
work in a male-dominated industry and had to persevere with almost everything that required using her knowledge in
more challenging repairs.
36
I think we need more women hired in male dominated occupations, but only if they are qualified to do so. They should
not, however, have to prove themselves every single day that they are worthy of being there. Sometimes I see women
take on a more masculine personality trying to fit in, and that's not right.
Good old' boys not willing to change how it's been done. There may be some physical or strength barriers, but women are
smart enough to figure it out.
Websites?
Texting, social media, in-person gatherings.

The serious faces and the red head's helmet doesn't sit quite right.

Women belong in the trades and can make good money at it.

Clean, color scheme is pleasing, the 'Women in Trades' headline pops, not text heavy, bolded items are attention getters.

Hard to say, the faces of the women are very serious like they already know it's going to be a challenge so 'bring it!' That
could also be my biased impression from what I've seen my daughter go through.

If you are interested in pursuing a career in the trades by earning while you're learning then call, email or go to the
website to learn more.
It is very complete to me. (The next section seems to be missing the descriptions of options for where I would expect to
find a flyer like this.) I would expect to find this flyer in career centers of high schools, employment agencies, maybe in
trades type businesses (if appropriate).
Serious faces and tattoos. 'WOMEN IN TRADES' 'Build.' 'YOUR DREAM. YOUR CAREER. YOUR LIFE.'

I like the tag line a lot: YOUR DREAM. YOUR CAREER. YOUR LIFE.

I learned more about the industry when I read the first 'banner' image with the 'learn while you earn' 'over 300 million
jobs by 2028' 'earn over 100K' at the bottom.
37
Women are needed in the trades and you can learn more about this need.
The first one seems complete. On the others, I would wonder how to get a job, how much, is it worth pursuing?
Great job!
Mary Survey
Email*
wastmanmary@yahoo.com
Mary
My phone number is 425-478-5955 If I gave my email above, do you need it twice? wastmanmary@yahoo.com
What is your age group? Over 35
What is your gender? F
I know a gal who works with my husband in environmental construction. I'm not sure exactly how she found her way into
that trade, but I know she loves it and is treated fairly when it comes to skill and wages.
This is a tough question. I don't think it is a question whether skilled trades are a good occupation for women or not. If a
woman is passionate about construction, I say go for it!
Fair wages and physical ability.
Websites?
websites

38
The headline and photo.

To encourage women to learn a skilled trade and be successful

It is colorful and not too busy. The information is concise and clear.

I don't think I would change anything

That women can be successful in a skilled trade.
The message "Women in Trades" and then the photo.

That women belong and can be successful in a skilled trade career.

They are colorful and eye appealing. Not too busy. I think I would take the period off of the word BUILD though.

I would add contact information/website to the Facebook and TikTok posts.

To encourage women choose a career in skilled trades.
time, honesty and willingness to participate in this project?
Kim, I think you are headed in the right direction with your project. I would never embark on a career in a skilled trade,
but I sure felt compelled to after viewing your communication strategy. Nice job!
39

Final Project Kim Doherty

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DEVELOPMENT OF MEDIA MESSAGING PRODUCTS TO ENCOURAGE

YOUNG WOMEN TO ENTER THE SKILLED TRADES

A report on the design and market testing processes

Media Product 1…………………………………………..p. 9

Media Product 2…………………………………………..p. 10

• Two were male and 10 were female;

The United States is in the midst of a skilled

As of 2021, women made up “less than 10% of

Target audience personas:

The tagline developed for campaign designs is “Women

Key Audience Messages

Media Products Second Round

• Two were male and 10 were female;

Interview script , questions and survey form – Appendix B

The flyer contains additional information on why the skilled

The second set of materials for Work Product 1 include a social

Dissemination plan: I had not indicated

See Appendix A for Original and Revised Marketing Materials

Original Social Media Post

Original Tik Tok Post

Do you have any questions before we begin? Let’s get started!

Demographic and topic questions:

Social Media Questions

MEDIA PRODUCTS REVISIONS

Please tell me if you are under 35 over 35 or prefer not to answer.

R: social media, television, TikTok, websites to do research

I: how do you get most of your marketing messages?

I: And what do you like about the flyer?

R: Well, it's right to the point.

I: What would you change?

I: Where would you expect to see a flyer like that?

I: What's the first thing you notice?

R: No, I’m good.

I: That was an awesome answer.

I: Any other barriers you can think of?

R: I just thought of another barrier.

I: Okay what is it?

I: What would you change about?

R: The first one looks like a stock photo

I: What would you change?

I: What is missing? How could I make it more compelling?

I: Okay so you do like Link in BIO like page on Instagram?

What is your first name?

What is your gender? Female

What is the first thing you notice about this flyer?

What is the main message of the flyer?

What do you like about the flyer?

What would you change about the flyer?

What is the call to action?

What is/are the message(s) being conveyed?

What would you change or what is missing in these marketing pieces?

What is your gender? Female

What is the main message of the flyer?

What do you like about the flyer?

What would you change about the flyer?

What is the call to action?

What is/are the message(s) being conveyed?

What do you like about these marketing pieces?

What would you change or what is missing in these marketing pieces?

What is your first name?

What is your age group? 35 and under

What is your gender? Female

What is the first thing you notice about this flyer?