WX Force: Rebranding Weatherization to Recruit the Next Generation
Community Action Partnership of North Dakota relaunches its weatherization program with a new name – welcome, WX Force!
Invest in Your Brand's Future!
Start with a Customized Strategy Session.
Background
Community Action Agencies across North Dakota are seeking qualified candidates who are interested in Helping People and Changing Lives.
Community Action has a variety of positions open in its Weatherization Department across all 8 regions.
The Challenges
Weatherization isn’t the most appealing job – this position deals with manual labor in warm, cool, and small spaces inside and outside of homes and trailers. Weatherization workers install insulation in attics, walls, floors, and perimeters. Workers also install windows and doors, and take furnace efficiency measures. Finding workers who wish to do these jobs is challenging. Here are some of the challenges faced:
#1. Finding workers, specifically in the Western regions of our state, where there is a lot of competition with the Oil Sites needing workers.
#2. Need to make sure that everyone is on the same page with new updates, form changes, even with lots of communications, there’s always someone who didn’t get the memo.
#3. There is a lot to learn at first. People come in with a construction background, but there’s a lot of building science and learning how they work together. And once you know, you have to pass that knowledge on to others.
#4. The crew needs to understand how windows work / humidity in the home. Getting new people trained is a challenge while they are trying to get ahead of things, when juggling multiple projects.
#5. There is a misunderstanding of what Weatherization is. Weatherization is the whole process, and some people don’t know what they are getting into. We need to make sure recruits understand the whole job process.
Our Strategic Approach
Approach
Creating an appealing and interesting logo, slogan, brand stylescape, key messaging, personas, graphical elements, a website, social media, press releases, and media ads that will rebrand Weatherization and help recruit new workers to apply for the Community Action Partnership of North Dakota’s weatherization department.
Focus
The WX Force recruitment effort will be focused on recruiting 18 to 35-year-old adults (men & women). The target audience will be across the entire state of North Dakota, hitting the cities of Fargo, Grand Forks, Bismarck, Jamestown, Devils Lake, Minot, Williston, and Dickinson, along with the surrounding areas of those cities.
Strategy Implementation
Creating and hosting a focus group of weatherization workers. Researching demographic data and persona sets to create brand key messaging.
Rationale
During our focus group, we learned that some team members referred to themselves as “The WX Men”. To make recruitment efforts attractive to both men and women, “WX Force” builds off that, while being a strong and impactful name to recruit people to work for the Weatherization Team in North Dakota. The name is short but reflects both the mission of the team and the tough situations they are helping people face. “WX Force” combines professionalism, action, and heart. It reflects the technical nature of the work and the commitment to serving people in need throughout North Dakota.
The word “Force” conveys strength, unity, and action. It suggests to potential employees that they are joining a team that’s actively out in the community, helping people protect their homes and keep their families warm. It gives the name energy and purpose. From the feedback we received from the focus group, we discovered that the Weatherization Team isn’t just about a program; it’s a team to join that is on a mission to make a real difference in people’s lives.
“WX Force”
…is short, modern, and easy to say and remember. It works well across billboards, printed materials, animated videos, social media, outreach campaigns, SWAG items, and vehicle branding, along with a unique name for the 8-episode video series. It gives the program a clear identity that stands out and will help recruit new people to work in the program across the entire state of North Dakota.
For many people, applying for a job as a Weatherization Crew Tech Member can feel overwhelming or intimidating. A name like “WX Force” conveys to potential employees that they will work for a confident team that will equip them with the necessary tools and knowledge for a career in Weatherization.
Execution
Media Ads
Google Display, Google Search, Off the Wall, Signage, full public release during the 2025 Weatherization Conference
Statewide Press Release
Launched on September 17
Partnership with CareerView XR
Placing VR “Day In The Life” in schools
Secondary Press Release
Specifically focused on partnership with CareerViewXR – to be launched in October, Social Media, and a Website.
Key Takeaways
The CAPND Weatherization Program is now advertising for positions using WX Force branding.
WX Force is looking for workers in their 8 regions across North Dakota, targeting 18 to 35-year-old adults (men & women) and young high school graduates looking for a career but not wanting to attend college.
Slogan: Sealing Homes. Shielding Families.
Brand Promise Explanation: “Sealing Homes, Shielding Families.” The slogan uses parallel structure to create a memorable and emotionally resonant phrase. “Sealing” and “Shielding” are both action verbs, emphasizing hands-on work and a sense of protection.
“Sealing Homes” refers to the technical, practical aspect of the work—air sealing, insulation, and weatherization that improve energy efficiency.
“Shielding Families” elevates the impact, connecting the work to its human outcome—healthier, warmer homes and lower utility bills for vulnerable populations.
The word “families” shifts the focus from buildings to people. This fosters a sense of purpose and empathy in the audience, especially those motivated by community care and mission-driven work.
The slogan quickly communicates what the work involves and why it matters – a balance of function and impact. It speaks to both:
- Job seekers who want hands-on, meaningful work.
- Community members and partners who care about housing stability, equity, and resilience.
Let Us Help With Your Rebrand
We’d like to hear more about your goals and show you how our lineup of services and marketing packages can work for you.