The Mississippi Energy Institute came to us with the task of raising awareness and boosting digital and social engagement of MEI’s workforce initiative: Get On the Grid.
Our job was to let audiences know that some of Mississippi’s most in-demand jobs were well within reach — in terms of both access and education. Whether students are immediately entering the workforce or seeking training for these lucrative careers, Get on the Grid is the one-stop resource to help them achieve their goals.
In addition to revamping the Get on the Grid website, we set up tracking to determine if viewers were then going to either the Mississippi Works website for job listings or to community college and university websites for training opportunities. The digital campaign focused on ages 13 – 35 in the Jackson and Biloxi/Gulfport markets. The campaign’s purpose was to create awareness among kids in middle school through high school and college graduates, as well as their parents. To reach these audiences we employed several digital mediums. Most people were reached through geotargeted mobile display advertising that served messages both in app and on mobile browsers in the geo footprint. Facebook ads were also used to drive awareness and bring traffic to the conversion page.
In addition to the Facebook ads we also developed and promoted a Get on the Grid Facebook page using the videos and other assets that had already been created to gain attention. Lastly, we had a Google Paid Search campaign to capture people looking for job opportunities or training online.
Through March 2017, our work has yielded: