There’s a reason we love Digital Marketing here at Hookd! Digital campaigns have the power to deliver real, measurable results for our clients. We were thrilled to be asked to produce Workforce Attraction version 2.0 in 2020, following up on the success of our first campaign in 2019 (read about it HERE). Today we want to share more about this campaign for the Chippewa Falls Area Chamber of Commerce and their consortium of participating businesses.
The Challenge
Chippewa Falls is a beautiful, peaceful place to call home, complete with small-town charm and high-quality living. Local businesses wanted to get the word out about the quality of life here and attract talent to the area. These businesses came together with the Chippewa Falls Area Chamber of Commerce and hired us at Hookd Promotions to develop a Workforce Attraction Campaign.
The Campaign Strategy and Details
How did we find the workforce talent we wanted to get in front of? We met them where they hang out – online! Utilizing both Google Search and Google Display advertising, we built on the learnings of the 2019 campaign to develop a campaign reaching individuals who were most likely to be considering relocation.
We focused on 2019’s highest-performing Chicago and Twin Cities markets and targeted users in those areas who met specific demographics and interests. We developed ad copy based on previous learnings and chose strong imagery to relate. New for 2020 was the addition of 15-second seasonal videos (view them HERE). All ads lead to a landing page where individuals could learn more about Chippewa Falls, the quality of life here, and the job opportunities available.
The digital nature of Google ads allowed us to quickly pivot, which was helpful when Covid-19 and Safer At Home measures hit mid-campaign. We updated messaging to highlight the ample space and outdoor adventures we enjoy here.
The Takeaways
In total, the awareness campaign delivered over 1.7 Million impressions to targeted individuals in just 5 months. We were able to generate more landing page views in the 2020 campaign than in the 2019 campaign, even given a shorter timeframe, because of continued learning and rigorous testing and tweaking. In 2020 alone, we generated over 22,600 landing page views!
Building this campaign, we knew that video was important, and the effectiveness of the 15-second videos confirmed how impactful short video is in today’s digital landscape.
We also uncovered great insights about the target market. Understanding the most-responsive demographic groups and the best-performing messaging and imagery provided our clients valuable information to leverage for future marketing.
Learn More
We’re excited about the results we were able to deliver to these clients, and we’d love to help you reach your goals. Don’t hesitate to reach out to Sarah Gordee, our Director of Sales, for a conversation about your business goals.