Objective: Generating Leads with a Limited Budget
Lead generation can be difficult when your budget is limited for paid social ads across multiple platforms. This was the main challenge that two MassHire Career Center and Workforce Board locations brought to the 5 Horizons’ team.
The MassHire teams needed strong awareness campaigns to connect qualified candidates with a variety of grant-funded (often free) career programs in several communities across Pioneer Valley. 5 Horizons was tasked with increasing program awareness and generating leads for widely different professional audiences, in industries such as CNA, EMT, Manufacturing, and Behavioral Health––all within the constraints of a limited marketing budget.
Action: Building a Budget-Friendly Marketing Strategy
Our team built a marketing strategy that incorporated the MassHire brand voice and style while keeping their limited budget in mind. The Strategy Team identified the unique audiences for each geo-targeted location. Using demographic-specific targeting available on social media, our Strategists made surgical use of the limited budget available by hitting only the correct unique audiences. The marketing strategy also provided guidance for the Copy and Design Teams to create fresh new creative content that represented the different programs.
We tested lead collection styles as well––using in-app forms for some and separate Request For Information forms for others. This dual strategy allowed us to collect data on the motivations and actions of the leads we were targeting to get a better sense of their engagement. The leads generated for each program were passed through to a client-accessible database which enabled the MassHire teams to provide new leads with timely responses for current career opportunities.
Outcome: A Small Budget Can Make a Big Impact
The main goal of these paid social campaigns was to build awareness and generate viable leads for the MassHire Career Center and Workforce Board programs in the Pioneer Valley. We were thrilled to inform the MassHire teams that their ad placement reach, impressions, and engagement exceeded our anticipated benchmarks while staying within their limited budgets. More importantly, with stronger brand awareness, qualified leads were taking valuable action to connect with Pioneer Valley Career Center staff members.
5 Horizons has been running program campaigns for two MassHire Career Center and Workforce Board locations for three years now and just recently added a third location to their campaign rotation. We’re looking forward to helping their programs grow in a new community.
