The Motor Traders' Association of New South Wales (MTA NSW) has launched an integrated awareness campaign aimed at increasing student enrolments in its on-site training programs.

The campaign, developed by B2B marketing consultancy I.M.A., operates under the creative platform 'Learn an Auto Trade in the Real World'. It aims to showcase the diverse employment opportunities within the automotive sector and position MTA as the starting point for success in the industry.

"This 1:1 training model has big benefits for both business owners and students, with flexibility for diverse learning preferences, and an awareness campaign was needed to increase student growth numbers and entice young men and women to pursue an apprenticeship or traineeship via an on-the-job MTA NSW Training Course," said Jake Cush, Partner at I.M.A.

The campaign includes digital, social, out-of-home (including bus transits), regional radio, and programmatic audio elements. It targets transit routes around established automotive training locations and employers through regional radio. MTA's recently launched Jobs Board, part of its overall automotive jobs strategy, has been refreshed by I.M.A. The Jobs Board's creative look, feel, messaging, and positioning have been tailored for both apprentices and employers.

"We needed to position MTA as the slick, modern choice for training so 'Learn an Auto Trade in the Real World' became the underlying message across all platforms, highlighting the 1:1 training approach MTA offers, plus outlining benefits both to employers as well as current and prospective auto apprentices," Cush added.

"This highly targeted messaging and media spend approach is all about building the appeal and attractiveness of a career in automotive, whatever the trainee's ambition, from dealerships and servicing to pit stops and boardrooms," Cush explained.

The automotive industry is currently experiencing a skills shortage that could potentially impact the ability of everyday Australians to have their vehicles repaired or maintained.

"As the peak body of automotive we see it as our responsibility to position the industry for the exciting, diverse and evolving opportunity that it is and provide a style of apprentice training that is centred around the individual rather than the institution," said Matt Connor, General Manager, Marketing of MTA NSW. "'Learn an Auto Trade in the Real World' captures our key proposition and we are seeing our student numbers grow month on month."

The campaign is already in the market and extends across NSW. "Early data indicates an upswell in site visits and enquiries and we are looking forward to the campaign increasing awareness of MTA training and resulting in sustained lead generation," Cush concluded.