TOYOTA APPRENTICE PROGRAM

Make becoming a Toyota technician
appealing, and easy.

 

 Brief:

Our client, the Southeast Toyota Distributors, wanted us to promote their Technician Apprentice Program (TACT) and encourage more young applicants to become technicians. The problem was they were serving hundreds of dealers, all of whom had their own website, web development company, and CMS.

 

Execution:

We established an overarching creative strategy that centered local technicians in an authentic way. Then we built a toolkit for every dealer to implement the page on their own site, using their own technicians. I led the project from strategy and creative, working closely with our client.

 
 
 

We started by digging deeper into the Gen Z demo—and teaching our clients about them along the way.

 
 

Who is Gen Z?

Authenticity
Be who you are.

Identity
Give the consumer a person reason.

Activism
Engage with the greater world.

Discovery
Let the consumer find their own way.

Community
Give a place or reason to interact.

 
 

It became clear that we needed an authentic, community-driven way to engage. So we centered technicians and their daily drive to get their neighbors back on the road.

 
 
tact-wireframes.png
 
 

With a creative concept and wireframes on hand, we worked with select dealers to create a template they could use to localize content and implement it however they needed.

 
 
tact-across.png
 
 

After designing and writing a templated prototype, we built a toolkit and guide for dealers to build their own version of the site.

 
 
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