The Why

Denver is experiencing significant population growth: 25 thousand homes were built in 2018 and 7.8 billion dollars were spent on construction projects in 2017. Denver needs skilled workers now and in the future. Moore teamed up with the Community College of Denver to help reach and recruit prospective students for their new construction certificates: Building Crafts. Building Crafts is a program designed to teach architectural and construction skills to students pursuing a career in construction. By marrying the principles of architectural design and building technology, the student is better equipped to bring solutions to commercial projects that are both sustainable and intuitive. Target audiences included high school students, unemployed/underemployed, parents of high school students, business and industry, and non-traditional students age 30+.

Services

  • Online display
  • Facebook lead ads
  • Snapchat advertising
  • Paid search (PPC)
  • OOH advertising
  • Hispanic broadcast TV and radio
  • Email marketing
  • Video production

The How

Moore ran a consumer-focused marketing plan that reached people where they were living, looking and enrolling through tactics that generate awareness, interest and action. This 18-month campaign included video production, paid advertising (display, paid search, paid social across Facebook and Instagram), RTD light rail wraps, out of home, email marketing, website, and on-campus events.

Digital advertising played a key role in the campaign with the goal of generating 500 leads: people interested in enrolling in the Community College of Denver’s new building crafts program.

Results

Leads generated exceeded the goal by 334% at 1,670. Additional results include 9.2 million impressions and 201,355 video completions. Enrollment numbers well exceeded goal benchmarks as well.

See the Creative