WASHINGTON, D.C.—The American Road & Transportation Builders Association has engaged Washington, D.C.-based Dittus Communications to assist in the development and execution of a multi-year image and branding program for the U.S. transportation design and construction industry.
The “It’s Our Future” campaign will use research, advertising and earned media to educate key inside the Washington beltway audiences about the many returns the industry provides on the public’s investment in transportation infrastructure improvements. In the second phase of the campaign, ARTBA will focus on building public and political support for significant increases in federal transportation investment.
The Dittus team handling the work will be led by vice president of public affairs and will include Angela Martinez, senior director; Tom Conway, senior vice president; Tom Squitieri, senior media advisor and Liz Eigenberger, account executive.
Separately, ARTBA has engaged Widmeyer Communications to assist in the development and execution of a multi-year workforce development program aimed at recruiting the “best and brightest” to future careers in the U.S. transportation design and construction industry.
Phase one of the initiative will include public opinion research conducted by Widmeyer Research & Polling to assess the perceptions of college freshmen and sophomores about careers in the transportation-related engineering and construction field. In phase two, Widmeyer will develop targeted print and electronic ads and an industry-branded website to serve as a central information resource for targeted audiences, including education-based student counselors and guidance officers, students and leading industry-firms in need of recruitment materials.
“Our aim is to help ensure students interested in business management, finance, marketing, science, engineering and other professional disciplines have our industry on their ‘radar screen’ of highly rewarding places to work,” says ARTBA president and CEO Pete Ruane. “In our industry, a young person can make a very good living, be creative and also make real world, positive differences that impact whole communities.”