Help Fill Demand for PADI Pros and Pro Training
Across the globe, demand for PADI® Professionals is on the rise with new jobs posted to the PADI Job Board every day. The Job Board is among the top-visited sections of the PADI Pros’ Site, averaging nearly 90,000 page views each month. There’s never been a better time to be a PADI Pro. And there’s never been a better time to fill your professional-level courses.
Scuba Jobs Wanted
The global pandemic has acted as a wake-up call, leaving many people questioning just how they want to spend their days on planet Earth. Not surprisingly, there’s a movement to add more meaning to life, to experience more of what life has to offer, and to spend more time in nature. In one survey of millennials, more than one-third shared they planned to look for a new job post-pandemic – the largest percentage of any generation – with “trying something new” as one of the top reasons fueling the desire for change.
This shift in career focus combined with the growing number of jobs available in the dive industry spells opportunity for PADI Dive Centers, Resorts, and Instructors to fill their professional-level scuba courses. Therefore, PADI is launching a new pro acquisition campaign that paints a picture of the unique experiences and fulfilling life to be lived as a PADI Pro.
THIS IS a Life Others Only Dream Of
The campaign, “This is …”, invites people from all walks of life to envision what their life could be as a PADI Divemaster, Assistant Instructor, or Instructor. Through compelling, authentic stories told through the lens of real PADI Pros, divers and non-divers alike will learn how pros can truly blaze their own path and use diving as a stepping stone to open up incredible opportunities.
PADI is launching “This is …” across both diving and non-diving channels to attract more females, Gen Z and millennials, adventurer leaders, and all those dreaming of a new career and a more meaningful way of life to explore their future as a PADI Pro. This multifaceted marketing campaign will reach divers and consumers through a variety of print and digital marketing initiatives, as well as via live and recorded presentations and webinars.
The campaign will direct people to learn more about becoming a PADI Pro through a PADI Pro landing page, the Introduction to Divemaster program, and the professional course pages on PADI.com. In turn, these experiences connect those interested with a PADI Dive Center, Resort or IDC Center for more information and course enrollment.
New Pro Acquisition Toolkit for Members
PADI Members can also leverage the new “This is …” campaign using the new Pro Acquisition Marketing Toolkit. The toolkit contains imagery and customizable campaign assets to help fill Divemaster and Instructor-level courses.
At the heart of the toolkit is the image library which helps visually tell the story of the lifestyle, the passion, and the amazing adventures PADI Pros experience. As dive professionals ourselves, we often forget how incredible it is to dive with sharks, explore sunken ships, watch epic sunsets, go to work in shorts and flip flops, and do backflips off the dock into the water at the end of the day. The Pro Acquisition image library invokes feelings of desire – stopping “scrollers” and making them think, “Wow, I want to do that!”.
Following suit with previous PADI Marketing Kits, this new toolkit also offers customizable social posts, email headers, digital ads and web banners, along with email and web page copy to help you optimize your marketing efforts. On the horizon is a pro acquisition video library to bring pro stories to life.
Get Ready to Promote PADI Pro
The new Pro Acquisition Marketing Toolkit is now available in English in the PADI Pros’ Site Marketing Hub with additional language versions to quickly follow. Don’t miss this opportunity to fill your pro courses – download the toolkit and get started today!
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