Appleton and CareerSource Central Florida Partner to Empower Local Workforce
What is CareerSource Central Florida?
CareerSource Central Florida (CSCF) is a nonprofit that is focused on providing workforce development to the Central Florida region (Orange, Osceola, Lake, Seminole and Sumter counties). The organization serves both job seekers and employers, providing resources, skills training and more to help everyone achieve their goals.
The mission of CSCF is to develop skilled talent for businesses and connect Central Floridians to careers, helping to build a strong and vibrant economy. CSCF has several career centers around the region, and it offers a variety of programs and services including:
- Job search assistance
- Skills training
- Resume writing workshops
- Career counseling
- Scholarships for training
On the employer side, CSCF can help with customized training programs to assist employers with developing their workforce and meeting their business needs. Offerings include but are not limited to:
- Recruitment assistance
- Job posting services
- Access to a database of qualified candidates
- Research and labor-market information
- Job fairs throughout the community
How a Strategic Digital Marketing Campaign Helped CareerSource Central Florida Reach its Goals
To help job seekers and business owners connect, CareerSource Central Florida created the Level Up Orange program. Level Up Orange is a program funded by Orange County and activated by CareerSource Central Florida. It’s designed to help Orange County residents find careers and Orange County businesses find employees.
A major challenge with the campaign was acquiring qualified leads for job seekers who were interested in gaining skills and training to help them find a fulfilling career. Knowing that reaching more than 1,000 applicants would be required to meet its fulfillment goals, CSCF partnered with Appleton to create a strategic marketing plan.
The main goals of the campaign were to:
- Expose members of the target audience to the resources and opportunities offered through the Level Up Orange initiative.
- Drive traffic to dedicated landing pages that educate the target audience about Level Up Orange and allow them to make a profile through the lead system utilized by CSCF for individual case management.
Appleton and CareerSource Central Florida launched this multi-platform digital marketing campaign on Facebook, YouTube, and Instagram to promote the Level Up Orange program, with the campaign ultimately running for a 10-month period. To keep content fresh, a series of robust static and video ads was created to capture the attention of the target audience and entice them to engage with the ads.
The ads below feature a small sample of the content that was deployed.
All ad content drove users to a dedicated landing page, further educating them about the opportunities available through the Level Up Orange program.
The 10-month campaign received a significant amount of traction, contributing to some noteworthy statistics:
- More than 3.5 million impressions across all ads
- More than 17,000 clicks across all ads
- At least 1,567 leads directly attributable to the campaign’s efforts
- A 13% conversion rate on average (the industry standard for this category hovers around 11.73%)
This can also be measured as:
- ~156.7 leads per month
- ~4.8 leads per day
Ultimately, the campaign was reported by CSCF as being a resounding success, having fulfilled the desired number of leads ahead of schedule and within budget.
We Can Help Your Business Level Up
We specialize in producing results. Let us help build a successful campaign for your brand. Appleton Creative is an award-winning, full-service advertising agency located in Orlando, Florida. Appleton works with local, national, and international clients to provide marketing strategies through print, web, social media and video production – all in-house. At Appleton, we want to learn about your business, empower your marketing team and be your creative resource. Your marketing goals are worth a conversation: contact us at 407-246-0092 or firstname.lastname@example.org.