Officials at the U.S. Department of Labor and Johnson & Wales University know that the nation’s food service and hospitality industries are facing severe employee shortages. Conveying that information to teens across the country, however, is no easy task. Armed with a $1 million renewable grant from the U.S. Department of Labor, Johnson & Wales has asked (add)ventures to help reach this hard-to-pin-down demographic in a nationwide campaign.
Utilizing its integrated marketing, interactive, public relations, and design teams, (add)ventures has helped create a dynamic teen-ready website, attractive print and marketing material, and helpful teacher tool kits to reach students at more than 15,000 high schools. High school outreach will occur throughout the school year via Johnson & Wales’ extensive network of high school teachers and guidance councilors. Web pages and printed material are available for corporate sponsorship, but the goal of the effort is to educate youth about careers in the hospitality industry.
“This is a ground-breaking effort that will reach American teens directly through the classroom,” said (add)ventures Chief Creative Officer Stephen Rosa. “The good news is that we are not helping to sell a product as much as we are selling a future to a generation of students who can explore a lucrative professional career.”
