Objective
ACWDB was on a mission to reimagine its outreach efforts, aiming to better connect with dislocated workers and job seekers in Alameda County. From April to December 2023, the campaign set out to elevate awareness of career centers and services while driving meaningful enrollment across its programs.
Strategy & Approach
Uptown Studios hit the ground running with a people-first, digital-focused campaign strategy. By leveraging human-centered design principles and tapping into the power of Google ads, social media, and creative messaging, we built a campaign that met job seekers where they were—online and in their communities.
Implementation/Deliverables
Campaign Logo & Branding
A vibrant campaign logo was created to evoke hope and inspiration, aligning seamlessly with ACWDB’s brand. The logo united all campaign materials, ensuring a clear and consistent message that resonated with job seekers.
Human-Centered Design
Gathering insights directly from the target audience helped us craft a campaign that truly mattered. While turnout started slow, feedback from these sessions steered the creative direction, making every element relatable and impactful.
Google Ads
We rolled out dynamic Google Search and Display Ads to reach job seekers actively searching for employment. While click-through rates were modest, the campaign’s overall impressions and engagement revealed significant reach and impact.
Paid Social Media Ads
Meta (Facebook and Instagram) and LinkedIn ads helped us expand the campaign’s reach. After fine-tuning audience targeting, engagement surged on both platforms, connecting ACWDB with job seekers.
Organic Social Media
Complementing paid efforts, organic posts across Facebook, Instagram, X (Twitter), and LinkedIn built genuine community engagement. LinkedIn and Facebook emerged as standout platforms, fostering connections with diverse job seekers.
Conclusion
Through adaptability and commitment to ACWDB’s mission, this campaign broke through challenges to drive enrollment and strengthen community ties. A multi-channel strategy, anchored in human-centered design, proved that meeting people where they are—and how they need—is the key to lasting impact.
