Platforms: Instagram & TikTok
Campaign Goal: Drive lead generation through increased traffic to abcsocal.org/education-training/trade-school
Target Audiences:
Primary: Men ages 18–25
Secondary (A/B Test): Women ages 18–50
Message Pillars:
Hands-on training
Low-cost career pathway
Skill-building without a 4-year degree
Avoid “Earn While You Learn” phrasing
1. “Build It. Live It.”
Visual Style: Portrait image of a male student working
Tired of classrooms?
Train with your hands. Build your future.
Low-cost trade school. Real skills that matter.
[CTA: Learn More]Copy 2:
Classrooms aren’t for everyone.
At ABC SoCal, you train with tools — not textbooks.
Learn the skills. Build the life.
Low cost. High impact.
[CTA: Learn More]Copy 3:
Forget student debt.
Start your career with a toolbelt and a plan.
ABC SoCal Trade School offers affordable, hands-on training for real jobs.
[CTA: Learn More]Copy 4:
You don’t need a 4-year degree to build something big.
Train in plumbing, electrical, and more.
Low-cost trade school. Skills for life.
[CTA: Learn More]
2. “Her Tools. Her Future.”
Visual Style: Portrait image of a female student working
Office jobs weren’t built for everyone.
Trade careers are hands-on, high-impact, and made for women ready to build.
Train locally. Train affordably.
[CTA: Learn More]Copy 2:
She’s not following the path — she’s laying the foundation.
Women are plumbing, wiring, building, leading.
Start your skilled trade training today — no experience needed.
[CTA: Learn More]
1. “What If You Built Your Own Path?”
Visual Style: Portrait image of a male student working
What if you didn’t follow the traditional path?
What if you built one instead?
ABC SoCal Trade School.
[CTA: Learn More]Copy 2:
$80K college = books, debt, loans
$5K trade school = tools, skills, career
Choose smarter. Train faster.
[CTA: Learn More]Copy 3:
$60K in debt? vs. $6K in tools?
Skip the loans.
Train smart. Build it. Live it.
[CTA: Learn More]Copy 4:
No suits. No desks.
Just tools. Just work.
ABC SoCal Trade School.
[CTA: Learn More]
2. “You Don’t Have to Follow the Rules”
Visual Style: Portrait image of a female student working
This is what a builder looks like.
She’s trained. She’s ready.
Her tools. Her future.
[CTA: Learn More]Copy 2:
The confidence? That came from the tools.
The training? That came from ABC SoCal.
The future? I’m building it myself.
[CTA: Learn More]
