Forging Wyoming’s Workforce Future | Case Study

Wyoming Department of Workforce Services

Wyoming Department of Workforce Services

Background

Wyoming, known for its expansive landscapes and rugged natural beauty, faces a growing challenge: retaining an educated workforce. Many of Wyoming’s residents, particularly younger generations, are leaving the state to pursue educational and career opportunities elsewhere, creating a significant talent gap in key industries. To address this, the Department of Workforce Services partnered with Kalen Marketing Solutions to create a comprehensive campaign highlighting the abundant opportunities available within the state, encouraging residents to stay, grow, and thrive in Wyoming.

Details

Client: Wyoming Department of Workforce Services
Agency Partner: Kalen Marketing Solutions
Campaign Name: Forge Your Future
Timeline: Ongoing through 2026

Industry

Education and Workforce

Focuses and Media

Branding & Design, Case Study, Copywriting, Photo & Video, Social & Digital, Strategy, Web

The Vision

The goal of the campaign was clear: build a comprehensive resource showcasing the diverse career opportunities available across Wyoming. The Forge Your Future campaign was designed to:

Create a robust library of positions in Wyoming’s key industries—construction, manufacturing and trades, healthcare, and tourism—helping individuals see the breadth of opportunities in their own backyard.
Not only encourages young people to stay in Wyoming but also inspires individuals at any stage of life to consider a career change and pursue meaningful, fulfilling work.
Position Wyoming as a state rich with untapped opportunities where people can build thriving careers, achieve their goals, and invest in their communities.

Strategic Approach

Kalen Marketing Solutions spearheaded the development and execution of the campaign. The strategy included:

Phase II (2024): Building the WIP Story Through Wyoming Natives

We created the Forge Your Future brand to serve as a rallying cry for Wyomingites. The branding captured Wyoming’s grit, hardworking spirit, and the opportunities that exist in its growing industries. The name itself, “Forge Your Future,” symbolizes resilience, hard work, and the ability to shape one’s own path—values intrinsic to Wyoming’s identity.

Storytelling Through Video

To bring Wyoming’s workforce opportunities to life, we developed a video library featuring real Wyoming residents who are thriving in their careers. These professionally crafted videos highlight stories from individuals across the state who have made career transitions and are now thriving in high-demand roles. Notably, all footage for this campaign—including the trailer video—was shot by our team! No stock video was used at all.

Focus on Key Industries

The campaign shines a spotlight on Wyoming’s four primary industries:

Construction and Trades: With booming infrastructure projects, the state offers a wealth of quality career opportunities, not just jobs.
Manufacturing and Trades: Businesses at the forefront of innovation, creating roles that combine craftsmanship with cutting-edge technology.
Healthcare: Wyoming’s growing healthcare sector provides opportunities for those passionate about caring for others.
Tourism: Welcoming millions of visitors to iconic landscapes, the tourism industry is a vital part of Wyoming’s economy.

Addressing Workforce Migration

The campaign actively counters the narrative of leaving Wyoming for better opportunities by showcasing how residents can find fulfilling careers and educational growth right at home. By positioning Wyoming as a place of untapped potential, we’re fostering pride and encouraging residents to invest in their communities.

Rallying A Workforce

Forge Your Future is more than just a campaign; it’s a movement. Each video and piece of content ends with a clear call to action:

Forge Your Future by exploring exciting career paths like this one! Don’t forget to follow and subscribe for more inspiring career videos and insights into the trades.

Looking Ahead

As the campaign continues through 2026, Kalen Marketing Solutions will:

Expand the video library to include more stories from diverse industries and regions across Wyoming.
Collaborate with educational institutions and training programs to highlight pathways into key careers.
Strengthen partnerships with local businesses to drive workforce development initiatives.

Conclusion

Forge Your Future is a call to action for Wyomingites to take charge and be the architects of their own destinies. Through compelling storytelling, strategic branding, and a focus on community impact, Kalen Marketing Solutions and the Department of Workforce Services are reshaping the narrative of Wyoming as a place of opportunity, growth, and success. Together, we’re forging a brighter future for Wyoming’s workforce and economy.