Case Study
Carolina Across 100 Case Study
“7 Steps to Get Hired: The Keys to Building Your Future” is a new self-paced employability course available free of charge through the North Carolina Community College System (NCCCS). It offers a uniquely interactive approach to Human Resource Development courses, including common guided skills like resume-building and on-the-job communication, as well as a toolkit of personalized learnings. Designed in response to overwhelming feedback from local leaders participating in the Carolina Across 100 “Our State, Our Work” program for Opportunity Youth (young adults ages 16-24 who are not in school or employed in living wage jobs), the course was created through partnership among faculty of NCCCS, workforce development leaders across the state, and the UNC School of Government’s ncIMPACT Initiative. The Golden LEAF Foundation and UNC-Chapel Hill provided funding for developing the course. Golden LEAF also supported the marketing and outreach work on Hive Digital.
- Hive Digital recommended and implemented a comprehensive, integrated advertising strategy.
- Detailed Audience Segmentation: Leveraged demographic and psychographic data to target young adults effectively, tailoring messages based on specific interests and behaviors.
- Cross-Platform Advertising: Utilized Google Ads and Facebook Advertising simultaneously to reach the audience where they were most engaged, comparing performance across platforms.
- Creative and Message Optimization: Developed multiple variations of ads, testing messages, visuals, and calls-to-action to identify the most effective combinations.
- Performance Tracking and Analysis: Implemented robust tracking and data analytics setups, providing ongoing insights into click-through rates, cost-per-conversion, and user engagement metrics.
- Data-Driven Recommendations: Delivered comprehensive reports and analysis, detailing the effectiveness of different advertising approaches, and provided strategic recommendations to guide future campaigns.
Within just two months of the four-month campaign, Hive Digital exceeded the client’s target of 700 sign-ups, achieving this goal with only 50% of the allocated budget. The campaigns also successfully reached audiences across every county in the targeted state.
Meta Results: Generated 874,603 impressions, reached 180,371 people in ~453 cities which resulted in a 4.85 frequency, 0.72% link CTR, 6,295 link clicks, and 31 direct form submissions at a 0.49% conversion rate.
A Google campaign spanning ~499 cities delivered 99,590 impressions with a strong 13.29% interaction rate, resulting in 13,236 clicks and 1,449 form submissions at an impressive 10.95% conversion rate.
At a Glance
Goals
- Promote the new “7 Steps to Get Hired: The Keys to Building Your Future” course
- Generate student registrations
- Capture advertising effectiveness data to build the case for future campaigns
Results
- Doubled conversions goal (sign-ups)
- Optimize campaigns for young adult engagement
- Provided actionable insights for future marketing
Learning
Foundational understanding of audiences and controlled experimentation can reap both short term benefits for achieving KPI objectives and long-term learnings for scaling advertising efforts in the future. Hive Digital attempts to position advertising campaigns so that they achieve focused objectives while giving all stakeholders insight that can support future marketing decision-making.
Get your FREE marketing audit.
We’ll dive right into your existing website or advertising account to determine where things are going right and where there can be improvement using industry leading tools and years of personal experience to target the most effective path for positive change.
- An expert team helping you navigate your digital strategy.
- Digital marketing solutions tailored for your industry and goals.
- Progress and impact reporting delivered just the way you need it.
The Insight
The Hive Digital Blog.
Ai Series: 3 Limitations Of LLMs
Do I Need a Digital Marketing Agency?
More Content Isn’t Always Better: Avoid the Unhelpful Content Trap
Ai Series: 3 Limitations Of LLMs
Do I Need a Digital Marketing Agency?
