Case Study: From Hidden Gem to National Spotlight: How JLV Amplified SkillsUSA Massachusetts' Impact
- Jill Vaughan
- Jun 30
- 4 min read
Updated: Jul 16
At JLV Communications, we believe in the power of stories that transform communities and that’s exactly what SkillsUSA Massachusetts needed. This small but mighty organization was doing big things: equipping high school students with essential job skills that lead straight to rewarding careers in the trades. But outside its own circles, few people had heard of it.
The team came to us with a clear goal: increase visibility, strengthen engagement and secure more funding from state legislators, industry partners and the broader public. We were ready to roll up our sleeves and help them tell their story with purpose and power.
The Challenge: Big Impact, Low Visibility
Despite delivering proven results in preparing students for real-world success, SkillsUSA Massachusetts remained under the radar. The organization needed:
Broader awareness among school leaders and policymakers
More consistent and strategic storytelling
Stronger connections with business and industry supporters
Through conversations with the Executive Director, a lean team of part-time employees and volunteers, and a thorough communications audit (including benchmarking national peers), one thing became clear: SkillsUSA Massachusetts wasn’t lacking content—it was overcommunicating without clear intent.
We saw an opportunity to unify the message, spotlight the students and show stakeholders why this program deserved celebration and investment.
Laying the Foundation: Research and Strategy
With a focus on efficiency and impact, we designed an integrated communications strategy rooted in clarity, alignment and engagement.
Our goals were simple, but powerful:
Create a cohesive message across all platforms
Bring students and their stories to the forefront
Make it easy for audiences to find what matters to them
Introduce new channels to deepen long-term engagement
We distilled the organization’s narrative into four key messages tailored to students, advisors, industry partners and benefactors—and then wove those messages into every tactic.
Implementation: A Unified Campaign with Many Touchpoints
Every part of this campaign supported the new vision and messaging. Our coordinated workstreams included:
Strategic Plan
To align communications with future growth, JLV developed a new Communications Strategic Plan that reflected the updated messaging and vision.
Website Redevelopment
We reimagined the entire site experience—putting students center stage with fresh photography, accessible design and streamlined navigation. Each audience could now find what they needed in just a click or two.
Content Strategy
A 12-month story calendar ensured a steady flow of engaging updates from student spotlights to program wins—keeping the website and social channels vibrant and up to date.
Social Media Strategy
We analyzed performance, audience behaviors and goals, then crafted a plan to help the internal team do more with less. The new strategy prioritized platform-specific content that resonated, especially with students on Instagram.
Media Relations
Understanding national concern around skilled worker shortages, we helped a student publish an op-ed in The Wall Street Journal about choosing HVAC training over a traditional four-year degree. The piece ignited national conversation and positioned SkillsUSA Massachusetts as a leading voice in workforce readiness.
Annual Report
We developed a bold, visually compelling report that not only celebrated outcomes but also became a critical tool for fundraising and stakeholder engagement. It helped attract four new partners and directly supported increased per-student funding goals.
Results That Speak for Themselves
From the website to social media to national media coverage, the results of our integrated approach were both immediate and lasting:
Website Performance (YOY):
+58% total visitors
+37.5% unique visitors
+75.68% homepage traffic, with users staying twice as long
Top Pages:
Events (1,388 views)
District 1 (1,218 views; avg. time: 3:23)
Events & Recognitions (1,153 views)
Media Coverage:
The Wall Street Journal op-ed by a student earned 870+ pro-student comments
National directors from other SkillsUSA programs cited the article as a breakthrough moment
Annual Report Impact:
Helped maintain existing partnerships
Attracted four new partners—each playing a key role in underwriting expansion
Social Media Growth:
Likes: 2,004
Comments: +26
Shares: +217
Saves: +17
Followers: +52
Likes: +351
Comments: +9
Shares: +18
Followers: +34
Likes: +89
Comments: +21
Shares: +2
Followers: +18
Client Satisfaction:
Our impact didn’t go unnoticed. After the campaign, SkillsUSA Massachusetts re-signed with JLV for an expanded scope—including a quarterly newsletter and proactive PR (including crisis communications for potential funding risks).
“I, on behalf of our entire organization, am very grateful for your talent and wise counsel in the development of our strategic communications plan and related assets. It is an honor and great joy to work with you and your team.”
— Karen Ward, Executive Director
“Without a doubt the most comprehensive and complete annual report I have ever read! The graphics are vibrant, and the flow of the report is easy to follow and exciting to read.”
— Brian S. Bentley, Diman Regional Vocational Technical High School
What We Learned
Sometimes, the best stories are right in front of us—they just need the right platform. For SkillsUSA Massachusetts, success meant shifting from transactional communication to strategic storytelling. By aligning their brand, elevating student voices and creating tools that deliver impact long after the campaign, we helped them amplify their reach and secure the resources they need to keep building the future workforce.
Ready to Make Your Story Work Harder?
At JLV Communications, we help mission-driven organizations like SkillsUSA Massachusetts turn potential into progress with proven results. Whether you're looking to sharpen your brand, raise awareness or grow support, let’s talk.
Let’s make your story unforgettable. Contact us today.
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