MiWorks! UP Jobs Now

Opportunity

Upper Peninsula Michigan Works! is the leading talent attraction and retention agency in the Upper Peninsula region. The organization is 100% publicly funded and provides free services to employers and job seekers.

Due to increased unemployment rates caused by the pandemic, employers across the Upper Peninsula have had difficulties filling open job positions. The Upper Peninsula Michigan Works! team found themselves challenged on how to motivate unemployed people to return safely to work.

Strategy

Drive applicants to jobs in the Pure Michigan Talent Connect job portal, with a robust strategy that cuts through the noisy advertising clutter with an outside-the-box digital messaging campaign.

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Projects

As experts in digital marketing and strategic thinking, we created a funny and catchy campaign, complete with website, TV ad, social media and PR visibility for all 15 U.P counties.

We created 16 different attention-getting, bold and fresh ads. Using the power of digital, we effectively targeted specific audiences and age groups, ensuring that the right audience received the right message.

Results

The U.P. Jobs Now! campaign delivered the highest traffic for the U.P. Michigan Works! website in its history and continues to be the most visited page on the site. During the four-week campaign, job seekers conducted more than 6,500 job searches from every county in the Upper Peninsula. The campaign has delivered a lasting impact on U.P. Michigan Works! as the premiere promoter of jobs in the U.P.