A Brand of Action – ZLR Ignition

Iowa Workforce Development

A Brand of Action

Moving workers to reimagine their future.

The skills gap is real and economically significant in Iowa with more than 58,000 vacant jobs in the state. So Iowa Workforce Development enlisted ZLR Ignition to help narrow that gap — and make a real difference in people’s livelihoods — by promoting registered apprenticeship for roles like welders and electricians.

That’s how Earn & Learn was born.

ZLR Ignition helped the state of Iowa transition from IowaWorks to Earn & Learn. The new brand is equally descriptive and incentive focused. Workers can immediately understand the benefit of a registered apprenticeship — getting paid to take on a new profession.

ZLR Ignition developed a lead-generation focused website with short, action-oriented messages and more than a dozen compelling videos to draw in the potential apprentice. To increase awareness and traffic we executed a digital advertising campaign including pre-roll ads, Google search ads and sponsored Facebook posts.

The launch of Earn & Learn was so successful, Iowa Workforce Development engaged ZLR to create another lead generation campaign — this time focused on getting employers to consider creating a registered apprenticeship program. To drive traffic to the website, we placed a mix of digital and social media ads, as well as paid content features.