Case Study: Building Momentum for Ohio’s Semiconductor Workforce
A strategic marketing campaign designed to help one of Ohio’s largest economic development organizations promote approved training pathways at select community colleges and support the urgent need for 3,000 semiconductor technicians.
Major economic growth creates major opportunity, but only if people can clearly see the path in front of them.
Masman Media was brought in to support one of Ohio’s largest economic development organizations and a major semiconductor manufacturer facing a critical workforce challenge: the need for 3,000 technicians, and a statewide shortage of talent prepared to fill those roles.
Our assignment was to help promote approved educational pathways at select community colleges, turning a complex workforce need into clear, compelling marketing that could build awareness, generate interest, and inspire action.
3,000 technicians needed
An urgent workforce challenge tied to major industry expansion.
8,500+ leads generated
Strong momentum across participating institutions.
Approved community college pathways
Campaigns built to promote specific technician-focused programs.
Ohio workforce impact
Marketing designed to support talent pipeline growth at scale.
THE CHALLENGE
Ohio was facing a major technician shortage at a pivotal moment in its economic growth.
As a major semiconductor manufacturer prepared for large-scale expansion, the demand for skilled technicians quickly outpaced the available talent pipeline. One of Ohio’s largest economic development organizations needed a strategic marketing partner to help address that gap by promoting approved programs at select community colleges that could prepare students for these high-demand careers.
The challenge was not simply to market colleges. It was to market the opportunity itself in a way that felt clear, relevant, and motivating to prospective students across a wide range of backgrounds.
This required messaging that could connect workforce demand, career opportunity, educational pathways, and long-term economic impact into one compelling story.
THE APPROACH
Masman Media approached the project with a program-first strategy.
Rather than relying on broad institutional messaging, we focused on promoting the specific programs and career pathways tied to the semiconductor workforce need.
The goal was to help prospective students understand not only where they could go to train, but why the opportunity mattered and how it could change their future.
Our team built campaigns around themes that would resonate with real people: career stability, upward mobility, strong earning potential, hands-on opportunity, and the ability to be part of one of the most important industries shaping Ohio’s future.
The creative needed to make the pathway feel attainable. The strategy needed to make the opportunity feel urgent, relevant, and worth acting on.
What We Delivered
Masman Media developed and executed a strategic marketing campaign designed to promote approved semiconductor-related programs across select community colleges.
The work included:
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messaging strategy and audience-focused campaign development
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digital advertising and recruitment creative
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video storytelling and testimonial-style content
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landing page and conversion-focused web support
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ongoing campaign management and optimization
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support for lead generation and follow-up strategy
By building the campaign around the opportunity itself, rather than generic enrollment messaging, we helped the programs stand out in a more meaningful and actionable way.
CREATIVE STRATEGY
The creative strategy centered on one core idea: make the opportunity real.
For many prospective students, semiconductor careers were unfamiliar. The campaign needed to bridge that gap by showing that these pathways were not abstract or out of reach. They were local, practical, high-value opportunities tied to real jobs and real economic momentum in Ohio.
We developed messaging and creative that emphasized:
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the scale and urgency of the workforce need
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the role community colleges could play in preparing talent
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the personal benefits of entering a growing, high-demand field
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the idea that this was not just education, but a pathway to meaningful career opportunity
By grounding the campaign in both workforce reality and human motivation, we helped turn a complex economic development challenge into marketing that people could understand and respond to.
The Outcome
The campaign helped generate significant awareness and interest around semiconductor-related pathways at a critical moment for Ohio’s workforce.
By focusing on approved programs, real opportunity, and strategic audience messaging, Masman Media helped support the effort to strengthen the talent pipeline and connect more prospective students with education aligned to industry demand.
The work reinforced a larger truth: when workforce marketing is built around the opportunity itself, institutions are better positioned to attract attention, inspire confidence, and move people toward action.
Results
Masman Media’s campaign contributed to strong momentum across participating institutions and helped generate meaningful interest in semiconductor-related training pathways.
Highlights included:
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more than 8,500 leads generated across partner institutions
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more than 5,000 unduplicated form completions at one participating college
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hundreds of new applicants and registrants tied to aligned programs
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stronger visibility around technician-focused pathways at a pivotal time for Ohio’s economy
If you want to soften this a bit while you wait on approvals, you could replace the bullets with:
The campaign generated thousands of leads, significant engagement across participating institutions, and meaningful momentum around technician-focused training pathways.
But honestly, if you are not naming names, these numbers may still be usable.
WHY it matters
This work was about more than promoting academic programs. It was about helping build a workforce for one of the most important economic opportunities in Ohio.
Masman Media helped connect the needs of industry with the motivations of real people, translating a large-scale workforce challenge into clear, compelling marketing that could drive awareness and action.
This case study reflects our belief that meaningful workforce marketing has the power to support students, strengthen institutions, and move entire regions forward.