NextWork

Overview

In Wickliffe, Ohio, two bold district leaders saw a disconnect: manufacturers were desperate for skilled workers, but students and families were largely unaware of the career opportunities in modern manufacturing. The result was a local talent crisis with national implications.

TWIST was brought in to build the brand, messaging, and recruitment campaign for NextWork—a first-of-its-kind workforce education pipeline designed to connect students, parents, educators, and employers in a shared mission: prepare the next generation for real careers in skilled trades and advanced manufacturing.

Solution

TWIST worked side-by-side with the Wickliffe City Schools team to build NextWork from the ground up. TWIST led strategy, naming, brand identity, messaging, and multi-audience campaign development. The goal was not just to market a program—but to create a movement.

Through in-depth stakeholder research, TWIST uncovered critical barriers: parents still prioritized college as the default success path, while students had near-zero awareness of what today’s manufacturing roles truly looked like. Employers needed a clearer way to connect and contribute.

NextWork became the solution: a middle school-to-career pipeline with exposure, education, and paid internship opportunities. TWIST created tailored messaging and content for each core audience—students, parents, and industry partners—and deployed an integrated media campaign powered by the district’s proprietary tech platform that tracks engagement, interest, and program impact.