Caterpillar Rethinking “Think Big”
Recruitment Advertising

Technician recruitment redefined in a Covid-19 environment.

The Challenge

A primary focus for Butler Cat was recruiting prospects for their “Think Big” technical training school. Brush Art was asked to support Butler’s recruitment efforts for “Think Big”, specifically by managing a marketing budget dedicated to social media.

The Tactic

Social Media Platforms: YouTube, SnapChat, Facebook, Spotify and Digital Display, Our target audience was high school students contemplating career education. We met the need of Butler Cat by capitalizing on the mediums that are visited by teens and parents.

January 2020 – May 2020
35% of total website traffic from Think Big Campaign

95% higher applications completed in the first month

44% more applicants than in previous year radio campaign