ICPI Selects Halstead Media as Agency Partner for Hardscape Industry Workforce Development Campaign

ICPI and Halstead Media team up to begin work on an exciting new, social-first campaign aimed at increasing awareness and understanding of the hardscape trade overall, while attracting young people to the growing career opportunities within the industry.

Halstead Media Group, a New York-based marketing firm serving the design/build industry, has been selected by the Interlocking Concrete Pavement Institute (ICPI) to lead a new digital marketing campaign aimed at attracting young adults to start their careers in the field of hardscape installation.

While ICPI reports large and growing demand among residential and commercial property owners for hardscape products, a skilled-labor shortage has made the training of more installers and contractors a high priority. The 2018 ICPI Contractor Industry Report noted that four of every five contractors have reported difficulty in recruiting and hiring quality employees.

“The hardscape industry offers a well-paying career with many possible career paths”, said Charles McGrath, ICPI Executive Director. “Our goal is to raise awareness about our industry and to encourage young people to consider hardscaping as a career. ICPI’s partnership with Halstead is a natural fit – one that will ultimately help our members to find and hire new workers into this growing industry.”

Halstead will direct the strategy, identity, messaging, social media ad campaigns, and video content production related to ICPI’s effort to attract young adults to the hardscape installation trade while also showcasing opportunities within the industry.

“At Halstead, we work closely with contractors, manufacturers, and suppliers to help them promote and grow their businesses. We’re excited to leverage our expertise in this space as we help ICPI drive awareness to the hardscape industry and reach their labor recruitment goals,” said Halstead Media co-owner Corey Halstead. “Hardscaping is a skilled trade that offers a well-paid, incredibly satisfying career, and its seat at the table is long overdue. I myself began working in this industry as a young teenager, so I am excited to introduce other young adults to the trade, while it’s booming with opportunities.” 

About Halstead Media Group
Halstead uses the power of digital marketing to help design/build companies, dealers, and building product manufacturers connect and grow flourishing relationships with their customers. For more information, visit halsteadmedia.com.