The VSSM campaign is set to run until 2030 and brings together all of the association's marketing activities. With a focus on the general public and young people interested in a carpentry apprenticeship, the initiative has two main objectives: Firstly, to raise awareness of the diversity of regionally manufactured carpentry products, and secondly, to inspire young talent for the profession through targeted information.

The demand for locally produced wood products is high, but many people are unaware of the range of carpentry work available. "Our industry still has room for improvement when it comes to marketing and selling additional services," explains VSSM Director Daniel Furrer. The new website Schreiner.ch is intended to change this and give interested parties an insight into what the member companies have to offer.

Apprenticeship opportunities become more visible

Another focus is on promoting young talent. Apprenticeships in carpentry remain popular - in 2023, the number of new apprentices rose by 3.5% compared to the previous year. Nevertheless, there are gaps in knowledge about career opportunities in the industry, particularly among parents, teachers and other decision-makers.

From June, the platform Traumjob-schreiner.ch with additional content to provide comprehensive information on training and further education opportunities. The first activities will start in September.

The campaign was developed in collaboration with the Bern-based agency Stämpfli Kommunikation. Adriana Siragusano, Consultant and Project Manager at Stämpfli, emphasizes: "The close collaboration with the VSSM made it possible to design a campaign that specifically addresses the needs of the industry." Christian Kälin, member of the VSSM Central Board, adds: "The campaign appeals to very different target groups and creates real added value for our almost 2,000 member companies."

The concept is based on the established association brand "Die Schreiner - Ihre Macher" and is implemented bilingually in German and Italian.

The challenges of the modern world of communication and growing competition make it necessary to further develop and strengthen the image of the VSSM. The member companies of the VSSM act as innovative movers and shakers, which should increase the attractiveness of the profession in the long term.

Stämpfli Kommunikation will be responsible for the VSSM's new umbrella campaign. With a clear focus on innovation, authenticity and craftsmanship, the agency has developed a strategy to strengthen the association's image and at the same time inspire young talent and career changers. The central aim is to sustainably increase the visibility of the carpentry profession in the public eye and to specifically combat the shortage of skilled workers and apprentices. The focus is not only on the carpentry profession, but also on the wide range of services and products that the 2,000 member companies provide for the public.

Visual highlights and emotional messages are used to highlight the diversity of the carpentry profession - from precise craftsmanship and passionate commitment to the innovative power of modern technologies. Stämpfli Kommunikation's creative approach presents the carpentry industry as a future-proof and exciting profession that combines tradition with modern technology.
The campaign will be based on various communication channels, including out-of-home, print, social media and digital platforms. Particular attention will be paid to targeting young people who are interested in training or a career change into the carpentry industry. The carpentry profession is positioned as a creative and future-proof option.

Responsible at the Association of Swiss Master Carpenters and Furniture Manufacturers VSSM: Daniel Furrer (Director), Michael Poysden (Head of Marketing & Communication), Claudio Valenti (Head of Marketing) and Rolf Kümin (Head of Education). Responsible at Stämpfli Kommunikation: Benjamin Scheurer (Creative Director, Team Leader Creation), Monica Masciadri (Senior Consultant Communications Agency, Andi Huggel (Head of Association Communications) and Adriana Siragusano (Junior Consultant / Project Manager).