CASE STUDY - GOVERNMENT AGENCY MARKETING
Integrated Marketing Plan
Services
- Landing Pages
- Search Engine Optimization (SEO)
- AB Testing
- Mobile Display
- Facebook Ads
- Geo-Targeting
The Challenge
Purplegator helped Niagara County Workforce Development become the first WDB in the state of New York to utilize social media and mobile ad platforms to deploy the WIOA grant.
Purplegator was chosen from 13 applicants and was awarded the government marketing contract with Niagara County Workforce Development in Niagara County, New York. The purpose of the program was to implement the provisions of the Workforce Innovation and Opportunity Act (WIOA) grant for outreach and education.
“We are so happy with you & your team! The ads have been terrific, and we can’t wait to see what you do next!” – Bonnie Rice, Executive Director
The primary Key Performance Indicator (KPI) was to reach a targeted audience of youth and young adults, ages 16-24, in Niagara County who were not working and not in school. The goal was to get them to sign up for Vocational Counseling, Job Search Assistance, Classroom Training, Skills Assessments, and more offered by two partner educational institutions: Niagara County Employment & Training Department and Niagara County Community College (Sanborn, NY).
Industries
- Recruitment
- B2C
- Retail
The Approach
Purplegator provided a multi-platform advertising solution for the Niagara County Workforce Development Board with display ads and video ads running on Facebook and Instagram, YouTube, Snapchat, on the mobile web and in apps. Not only did we target the youth, we also targeted the parents of these youth as they are often a strong referral source. Over four months, each of ten unique campaigns had a specific theme such as vocational exploration, career counseling, paid work experience, and more.
Purplegator delivered 7.8 million impressions on 6 different platforms. Google Analytics showed Niagara County WDB web traffic increased from 304 visits in March, 2020 to 6,054 in June, 2020.
Services
- Tech Discovery
- UX/UI Design
- Shopify Plus Development
- Replatforming
- Klaviyo Email Designs & Setup
- Product Mapping
Tech partners
- Shopify Plus
- Klaviyo
- Returnly
- Gorgias
- Tracktor
The Challenge
Novus Shoes, BKS shoes (formerly known as Bakers), and La Favorita are all enterprise-level shoewear and accessories brands that fall under the Novus Group. Over the year, all 3 brands have witnessed considerable growth and increased store traffic, both online and offline. Unfortunately, their Magento eCommerce stores were failing to meet the brand’s enterprise needs for a high-performing eCommerce experience, frictionless checkout, and storefronts that well-present their different brands’ identities.
The approach
Through data-backed discovery, iterative design, and robust technology advancements, Avex crafted not one, but three, high-performant online stores for Novus that deliver frictionless digital experiences and an excellently displayed product catalog that is set up for ease of navigation.
We used Novus Shoes’ brand pillars to anchor us at every step in revamping the eCommerce presence of all three brands. We infused freshness and novelty into developing and designing highly functioning online stores while still aligning with “The Novus Way” – having the customers in mind when selecting and presenting the widest variety of shoe styles.
The Outcome
The ability to target job seekers was a key factor in the success of Purplegator’s ALDI campaign. The mobile and digital advertising strategy produced an unprecedented 7.1% click through rate in major markets. But, most importantly, attendance at the job fair events rose 97% over the previous year.
ALDI’s slogan is “Shop Differentli” (Yes, that’s how they spell it). Purplegator certainly helped ALDI to Recruit Differentli.
