With the chasm in workforce readiness widening across America, Frederick County Public Schools (FCPS) was eager to create practical, hands-on opportunities for young people—and fast. While Frederick County’s participation in the civilian labor force was 6% higher than the national average,* FCPS wanted to position students and community businesses for ongoing success.
Born of a commitment to workforce development and strategic business growth, the FCPS Youth Apprenticeship Program offers high school juniors and seniors the unique opportunity to acquire workplace experience in industries they plan to pursue after graduation. This “earn while you learn” model combines classroom instruction with up to 450 hours of real-world training, equipping students with the skills and confidence for future careers, without interrupting secondary school education.
Student interest in the program was strong from the start. In time, FCPS needed to partner with additional businesses to meet growing demand, so they turned to PPR Strategies for targeted support. Bringing regional knowledge, marketing savvy, and solid connections to the table, PPR was up to the challenge.
As a first step, PPR Strategies unveiled a marketing plan targeting companies across a range of industries. This plan included refreshing the program’s web design and content, executing media relations, launching advertising campaigns, and supporting the production of promotional videos.
Website Design and Content Refresh
Knowing that the program’s website was a key platform for connection, PPR Strategies ensured that the site addressed the needs of the program’s two primary audiences: students and potential employers.
Points of emphasis for students were debt-free career preparation and earning potential for careers within the program. Using relatable, upbeat messaging, PPR created an application pathway that was easy to follow.
Prospective employers enjoyed reading the first-person success stories and learning about the long-term value the program offered. Step-by-step application instructions made it easy for businesses to get started.
Media Relations
Storytelling in the local media is an effective way to connect, so PPR Strategies crafted a press release to encourage area businesses to get involved. The program received widespread media attention in local outlets including DC News Now, Frederick News-Post, Good Morning Frederick, Key 103, NBC 4 Washington, and The Daily Record.
Advertising
PPR Strategies developed a high-impact advertising plan to promote the program, engaging businesses and encouraging them to host apprentices. The team managed all aspects of the campaign, from copy and graphics to negotiations and contracts.
The PPR team distributed a survey to participating businesses to create a framework for the plan. PPR gathered quotes from local business leaders who celebrated the program. The team also used the survey to contact business owners who were willing to support the program through media interviews.
The campaign included ads in Frederick News-Post and Frederick Magazine, as well as transit bus ads, static and video ads at Warehouse Cinemas, Chamber Newsletter advertorials and social posts, and targeted Google Ads.
Video Production
Beyond earned and paid media, PPR Strategies and FCPS produced a video highlighting businesses and program leaders participating in the program. As anticipated, the video drove engagement in the right direction.
Mike Brown, Work-Based Learning Coordinator for FCPS Career and Technical Education (CTE), is excited for what the future holds, and thanks PPR for their innovation and collaboration to date. “PPR Strategies has been an invaluable partner in helping us navigate workforce development initiatives with precision and impact,” he shared. “Their expertise, strategic approach, and commitment to our goals have resulted in meaningful connections and tangible outcomes.”
Broadening your program’s reach grows opportunities community-wide. Contact us to create a custom strategy for your initiative today!
*U.S. Census Bureau, “Economy Estimates,” 2019-2013, Frederick County, MD, Quick Facts, accessed February 4, 2025
