THE CHALLENGE
Limited Budget; Maximum Needs
Two MassHire Career Center and Workforce Board locations needed to make more qualified candidates aware of grant-funded (often free) career programs. The programs appealed to industries like CNA, EMT, Manufacturing, and Behavioral Health—widely difference professional audiences.
But with limited funds for paid social ads across multiple platforms, they needed our help to maximize a small budget and make the most of every dollar spent.
THE STRATEGY
Laser-Focused Audience Targeting
Knowing the hyper-personalization possible with paid social ads, our Strategy Team identified two areas to narrow audiences: by geography, and by demographics. The MassHire programs were held in a range of communities across the Pioneer Valley, so we identified unique audiences for geo-targeting. We also used demographic-specific targeting to hit only the correct unique audiences based on industry.
Custom Design and Copy
Once our targeted audiences were identified, our Creative Team crafted eye-catching visual graphics to quickly grab social media users’ attention, and wrote copy using the MassHire brand voice and style. We designed custom graphics for different industries and different geographic areas, using branding that would be recognizable in the specific regions.
Test and Adjust
Our marketing strategy also called for testing lead collection styles. We used 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.
Immediate, Transparent Dashboard
The leads generated for each program went directly to a database that MassHire had immediate access to, enabling them to provide timely responses to each and every person who expressed interest in the programs. Transparent, client-accessible dashboards are a defining feature of 5 Horizons marketing plans.
THE RESULTS
Thanks to these hyper-targeted paid social campaigns, we achieved ad placement reach, impressions, and engagement that exceeded our anticipated benchmarks. And with stronger brand awareness as a result, qualified leads were taking valuable action to connect with Pioneer Valley Career Center staff members.
Most importantly, we worked creatively to help MassHire Career Center and Workforce Board stay under their limited budget.
WORK WITH US
Have a small budget to work with? Let us do the expert targeting and partner with us for a social ad campaign to collect leads.