experience.work

Case Study: experience.work

Education, Workforce Development

Category: Strategic Story, Creative Production

Capabilities Employed: Strategy Development, Concept & Brand Development, Web Design & Build, Video Production, Copywriting, Resource Creation, Paid & Organic Social Media Strategy & Management

Client Intro

experience.work is where industry and education collide. An initiative powered by the CAPS Network and American Student Assistance® (ASA), the platform seeks to expand profession-based learning by equipping educators to connect with industry partners to bring real work experiences to students.

Idea Summary

What if students could learn by solving real, practical problems that prepare them for the future? With profession-based learning (Pro-BL), high school students explore potential careers while building technical and durable skills through experiences with real industry partners. This type of learning isn’t the norm in most high schools, but the CAPS Network is changing that. To expand Pro-BL to more communities across the U.S., they engaged Overflow to create the experience.work campaign, an effort made possible by American Student Assistance.

Our Work

Our work began with strategic co-creation sessions to define messaging goals, identify key audiences and address potential barriers to engagement. From this foundation, we developed a brand and content strategy intended to inspire action and expand profession-based learning (Pro-BL) nationwide.

When developing the experience.work brand, we set out to create something that not only represented profession-based learning, but also told a larger story. The name itself became a springboard – inspiring the inclusion of other “ex-” words in messaging that align with key themes to reinforce the brand: Expand learning. Explore possibilities. Exchange ideas. Experience work.

Our creative team brought the story of the campaign to life by meeting with educators and industry partners in Pro-BL programs. Through video interviews, case studies and testimonials, we highlighted how these collaborations spark innovation and drive tangible outcomes for students, businesses and communities alike. The experience.work platform also includes a robust collection of open-source, action-oriented resources – such as downloadable quick guides, a customizable pitch deck and in-depth articles – all designed to help communities expand or implement profession-based learning. These success stories and practical tools were promoted through organic LinkedIn content, along with paid LinkedIn and Google search ads reaching new educators who may not have heard of Pro-BL yet or boosting existing Pro-BL programs with new resources to deepen industry partnerships.
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