We have worked with Maryland Army National Guard on several successful campaigns over the years, but like all of us they have been met with unique challenges since the beginning of the pandemic.
As we all know, the show must go on and all the various facets of our businesses need to continue despite the conditions. The problem that Maryland Army National Guard faced was having to transition their annual hiring event into the virtual space. They were concerned about registration rates for their upcoming hiring event, and with a limited time before the event was due to start, they contacted us with the brief to put together a marketing plan for the event with the goal of driving adults 18-24 to preregister for the event.
With the brief arriving late on a Friday afternoon, we were keen to get the campaign up and running as soon as possible in order to give the client maximum return on investment. Utilizing multi-departmental agility, we transformed the brief into a full multi-channel plan, with creative designed, built and approved and ready to launch by the Monday morning.
We had a suite of digital ad units on BaltimoreSun.com (cube, leaderboard, mobile banner and lighthouse) running that Monday morning. The next day we sent out a highly targeted email blast, with an excellent open rate and far above average clickthrough rate. Our targeting ensured our outreach was at maximum efficiency with minimum wastage. We targeted Adults 18-24 continuing education; high school graduation/tech degree/GED within the state of MD with great results. This plan was rounded off with print adverts in The Baltimore Sun Main News on the Wednesday and the Friday, ensuring we reached all of our target audience.
Within one week, Maryland Army National Guard reported that their event was over 100% pre-registered, and our campaign a great success.
Our team here is extremely agile and loves a challenge. We look forward to helping solve whatever marketing problems that your business faces.