Manning the operation of three seasonal outdoor swimming pools and the St. Catharines Kiwanis Aquatics Centre, the City of St. Catharines is responsible for staffing each site with lifeguards and swim instructors annually. In need of dedicated, highly-trained candidates, the City required a recruitment campaign that changed the narrative around what it means to be a lifeguard. In collaboration with Fourgrounds Media Inc., H&C Inc. developed the concept to bring this campaign to life.
H&C Inc. dove headfirst into target market research to understand the barriers potential applicants face when considering a job as a lifeguard or swim instructor with this municipal aquatics program. Identifying two key audiences for this campaign — job applicants and the parents of potential applicants — informed the narrative for the recruitment video. The campaign’s messaging had to communicate the concerns of the City, the immediate need for lifeguards now, and increasing enrolment in certification courses to sustain recruitment in the future, while telling a story about the benefits of this career. To engage with a broader audience, H&C Inc. proposed the focus of the messaging focus on answer the question “Why do people want to work here?” with the secondary messaging moving away from “Get Certified” and toward “Get Hired.” The team at Fourgrounds Media Inc. brought the vision to life capturing the lifeguard experience through visuals and storytelling.
Engaging story development
In-depth research of target markets