unboxed marketing

group therapy for marketers and business owners

unboxed rubber hits the road

Posted by Steve Buchholz on February 6, 2009

Encountered a dilemma today while creating new radio ads for my employer, a two-year technical college. I want this new campaign to help folks understand that during tough times, upgrading your skills is a great move.

Our agency wrote a draft of the script. (Script #1 below). I wrote a different kind of script. (Script #2 below.)

So, what’s the dilemma? The agency script is fine. It talks about features and outcomes and shows how the college can help people through difficult times. There’s nothing wrong with that. After reading it, I thought about a commercial that wasn’t a commercial. It was just good advice.

I don’t know which one is better since I haven’t tested either yet. And, of course, they both might stink. But I definitely think the second version is more unboxed than the first since it seeks to start a conversation and talk to people about issues they actually care and think about.

What do you think?

SCRIPT #1

Have you been laid off? Is your job at risk? In this tough economy employers are searching for higher qualified people to take the place of current employees? Are you at risk? Is your job recession proof?  Don’t wait until it’s too late. Check out programs at Western Dakota Tech. You’ll find programs that’ll lead to “recession proof” careers in high demand like healthcare, electronics, and mechanics to name a few. Improve your skills to stay competitive at your current job or get a degree and move on to a “recession proof” career and create a better life for you and your family. The job placement rates and income levels for careers in healthcare, electronics and mechanics will amaze you. So…don’t wait until you get laid off or someone else gets promoted over you or even takes your place…make the decision now to check out Western Dakota Tech. It’s easy to sign up and get started, plus there’s financial aid. Just call or log on to wdt.edu today! Don’t wait until it’s too late. Check out the programs at WDT to find a “recession proof” career. Call or log on to wdt.edu today!

SCRIPT #2

Are you angry as about the economy as everyone else? People just like you have lost their jobs. They can’t pay the bills. They’re struggling to keep a roof over their heads. 

 

We are in some tough times, and who knows how long it will last. But it doesn’t do you or your family any good to wait and hope for something better. Now’s the time to use your skills and talents to make the life you want rather than wait for something that may never appear.

 

What have you always wanted to be? And how do you get there? Those are big, important questions. They’re a little scary, too. Answering them requires you to do something bigger, to make yourself better, to take a bold step. There’s a cost to answering questions like that. There’s an even bigger cost to ignoring them.

 

If you decide to make the most of these tough times, consider all your options. Do you need a degree or on-the-job training? Or do you already have the skills to move into a new career field? Whatever the answer, do something. Don’t wait. Take control of your future.   

 

This advice offered by Western Dakota Tech. Let us know if we can help. www.wdt.edu.

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