Donovan PR creates digital campaign to attract young people into forestry careers

AUCKLAND, Wednesday: A just-launched digital recruitment campaign called Find Your Fit In Forestry aims to draw attention to opportunities available in the growing forestry industry. Using real people working in forestry, a suite of TikTok videos and an interactive digital platform have been created, led by marketing project managers Donovan PR.

Designed to demonstrate the range of roles and opportunities available in forestry, the campaign is primarily targeted at school leavers and young people.

Showcasing real people working in forestry, various roles are covered ,from machine operation, silviculture and harvest management to science-based roles and wood processing.  The campaign takes a fresh look at forestry, highlighting the diversity of the people and opportunities.

A range of digital and TikTok videos have been developed, while a new digital platform prompts website visitors to answer a quick-fire survey about their interests, before suggesting the areas of forestry that might fit them best.  

“Liane Donovan, who worked in the forestry industry for 20 years, says from a marketing perspective, a two-pronged approach has been taken.”

Find Your Fit In Forestry is funded by the Ministry of Primary Industries, Forest Industry Contractors Association, and Forest Owners Association – and actioned by the Forest and Wood Processing Workforce Council as part of the Forestry Workforce Action Plan.

Project manager Liane Donovan, who has worked with the forestry industry for 20 years, says from a marketing perspective, a two-pronged approach has been taken.

“We’re taking forestry to young people via digital ads and TikTok and also utilising mainstream media to tell their parents about the great career opportunities in forestry as apparently some young people do actually listen to their parents,” she said.

“We’ve had a great team involved in developing the campaign and have greatly benefitted from their expertise and support.”

The campaign includes

• 3 x 30 sec digital ads for online (NZ Herald, Google and social media
• 3 x 30 sec ads for TikTok
• 3 x 30 sec / 1 x 15 sec radio ads – Newstalk ZB and ZM

CREDITS

Client/funder: Ministry of Primary Industries
Project Lead: Prue Younger (FICA)
Project Manager: Liane Donovan (Donovan PR)
Video production: Indelible Creative Studio
Director: Rupert MacKenzie
DOP: Andy Browne
Producer: Caroline Biddles
Client Account Manager: Hamish Webber
Creative agency:  CreateMe (NZME)
Creative Director: Graham Dolan
Creative Strategist: Arron Smith
Strategic Planner: Holly McLaughlin
Digital Agency: PS/digital

• More here: forestrycareers.nz
• And here