New website development for a public-private apprenticeship initiative in Philadelphia

Public-private collaboration platform connecting employers and job-seekers through apprenticeship programs, fostering greater access to talent and opportunities.

Project snapshot

• Client: ApprenticeshipPHL
• Year: 2018

Services

• Web Design & Development
• UX Design
• Search Engine Optimization

The Background

ApprenticeshipPHL (APHL) is a regional public and private collaboration to link registered apprenticeships, pre-apprenticeship programs, agencies and organizations, and public workforce systems. The initiative connects people with programs to create benefits for area residents and employers, fostering greater access to talent and opportunities for Philadelphia.

The APHL partners include Philadelphia Works, JEVS Human Services, The City of Philadelphia, The Finishing Trades Institute of the Mid-Atlantic Region, District 1199c Training and Upgrading Fund, Philadelphia Youth Network, Keystone Development Partnership, The School District of Philadelphia, and Communities In Schools of Philadelphia. The collaboration with partners and leaders in the industry totals nearly $25 billion in the region.

The Problem

ApprenticeshipPHL had poor brand awareness and a negligible online presence in the community. They needed a clearer, focused website to connect community members with programs and services. The platform needed to serve both employers looking to create apprenticeship programs and job-seekers interested in earning while they learn.

The Solution

Key Medium developed a robust WordPress platform supporting apprenticeship programs in Philadelphia, fostering greater access to opportunity and talent. The website features:

Information Architecture & Navigation:

• Clear menus allowing users to find programs, partners, apprenticeships, hiring opportunities, and success stories
• Prominent search functionality for easy program discovery
• Below-the-fold success stories and clear next steps for both employers and job-seekers

Design & User Experience:

• Strategic use of whitespace and clear color scheme
• Clear visual hierarchy with prominent CTA buttons
• Lead generation forms for both audiences
• Visually appealing display of apprenticeship success stories

Technical Implementation:

• Custom WordPress theme with features specific to ApprenticeshipPHL
• Schema markup and mobile-first development for future-proof performance
• On-page SEO to create seamlessly performing website now and in future
• Integration with three other adjacent Philadelphia workforce initiatives

Content & Messaging:

• Clear value proposition for employers (1.5:1 ROI on apprenticeship programs)
• Compelling opportunity messaging for job-seekers (family-sustaining wages, training in high-priority occupations)
• Logo, branding, and color scheme creating visual connections to brand aims

The Results

The new platform achieved strong results in raising awareness and connecting stakeholders:

• Received Honorable Mention from the 2019 AVA Digital Awards (in conjunction with Jarvus Innovations, their design partner, JEVS Human Services, and Philadelphia Works)
• Helped grow brand awareness through increased visibility online
• Connected both employer and job-seeker audiences with clear pathways to apprenticeship programs
• Supported workforce development goals by promoting the 'earn while you learn' model across Philadelphia's workforce system

Results

• Increased visibility
• Brand awareness
• Connected employers and job-seekers
• Platform reach
• Supported workforce development
• Community impact

Awards & Recognition

2019 AVA Digital Awards

Honorable Mention · Honorable Mention