The most effective outreach and communications strategy starts with a clear understanding of the intended audience. Target your investments and messages directly to the people you are trying to reach. For example, youth looking for apprenticeship opportunities will not be attracted in the same way as experienced licensed electricians looking for a three-month contract.

Start by reviewing the features of the program. Who are the best candidates to attract for these opportunities? Summarize the characteristics of the potential workers, such as

• Age and life stage (youth, students, mid-career, etc.).
• Location (which communities, what geographic region).
• Their current job-related goals (training, quick employment, long-term career, etc.) and how this fits with the opportunity(ies) you are offering.
• Their interests and activities – where and how you might reach them.