The Why

COVID-19 has had untold impacts on Floridians and the economy. The pandemic created an unprecedented surge in unemployment with more than 1 million unique claims for Reemployment Assistance statewide. The CareerSource Florida network’s mission is to connect employers with qualified, skilled talent and Floridians with employment and career development opportunities to achieve economic prosperity. Never has that mission been so critical.

To successfully achieve this mission, the network needed to reach people who had never been engaged before. Suddenly, the target audience grew from being very specific (geographically located, businesses needing assistance with training grants, career seekers with specific characteristics) to being Floridians from across the state, working in varying industries, and businesses of all sizes.

Services

  • Branding
  • Messaging
  • Advertising
  • Video Production
  • Website Design
  • Public Relations
  • Graphic Design

The How

When the impact of COVID-19 started to become more clear, Moore worked with CareerSource Florida to halt all unrelated advertising and social media outreach, and quickly stood up a landing page featuring state and federal resources, supported with advertising, to drive Floridians to the site.

But there was a bigger opportunity. An opportunity to be timely, informative and a source of support to a population worried about what tomorrow brings. From this idea, the Help is Here campaign was born.

A campaign of hope

The Help is Here campaign was developed to:

  • Provide an immediate response to connect job seekers and businesses to available and critical resources
  • Connect Floridians to local workforce development boards for customized, on-the-ground help
  • Develop innovative solutions to generate job recovery and retention and business continuity, driving economic recovery

Help is Here reaches three critical target audiences with unique, differing needs due to COVID-19:

  • Floridians who have been laid off or seen a reduction in their hours
  • Businesses experiencing a decrease in demand or closing their doors temporarily due to Executive Orders
  • Businesses experiencing an increase in demand and a need to staff up

The Help is Here campaign was launched across all communications channels, including:

  • A landing page designed to connect job seekers and businesses with their local workforce development board quickly and easily
  • Customized email outreach to critical audiences, including the CareerSource Florida Board of Directors, local workforce development boards and partners and stakeholders
  • Earned media outreach to key statewide media outlets
  • Collaboration with partners to include the message of Help is Here in their own communications, such as the Southern Group and the Florida Chamber of Commerce

Results

Results are still being realized, but from April 6 – May 18, 2020, the campaign garnered:

  • 4,305,056 advertising outreach impressions
  • 84,143 clicks to the website
  • 11,808 conversions (defined as clicking on one of the outreach links provided on the landing page, including local board local or phone number or partner resources)
  • 4.76% social media engagement rate
  • 7,000% increase in Facebook engagement in the first two weeks following the launch of the campaign
  • 65 media hits

The campaign is also being embraced by local workforce development boards, with 15 of 24 leveraging funds from the Co-Op Program to create custom materials and outreach.

Dive into the content