Dallas County Manufacturers' Assoc.
Video Production • Photography • Digital Ads
Background
The Dallas County Manufacturer’s Association (DCMA) consists of a handful thriving businesses that have been supporting the Garland Texas economy through highly varied product production for decades. In 2006, the Garland Chamber of Commerce saw a growing need for a focused effort on providing specialized services for the many manufacturers who call the city home. As the Chamber continued to meet with these companies, it was obvious that there was a great need for developing and maintaining a qualified workforce, as workforce development was frequently listed as one of the top three issues by those companies. As a result of The Garland Chamber of Commerce CEO’s diligence and learning of our experience in running high performing recruitment campaigns, we were brought in to speak to the members of the DCMA.
Strategy
Since manufacturing had for so long been thought of as very labor intensive and old school. Our strategy was to showcase it’s diverse, more appealing and modern aspects. How else could we do this other than to create, produce, and distribute compelling recruitment ads utilizing still photography, video and digital advertising, social media marketing, connected devises and Over The Top Video (OTT) Pre-Roll… In other words, “Integrated Digital Marketing”.
Our target areas would include zip codes in and around Dallas / Fort Worth of up to a 50-mile radius of Dallas, TX.
Once the strategy was agreed upon the next step was to meet with the City’s Economic Department to nail down a few approvals and gain some additional “buy in”.
This was an intense campaign that involved the scheduling 9 different multimillion dollar manufacturing facilities, hundreds of people and lots of moving pieces. From stone tiles to boxes of apparel, cleaning agents, metals, electronics, plastics, pills and cattle. Whew…Not to mention the Texas summer heat.
Results
In under 3 weeks we had taken 2,500 still images, staged and filmed over 30 hours of video, scripted edited, produced, scheduled, and distributed a combined 70 videos, still, and animated advertisements that ran in weekly rotations.
We served One-Million, Two-Hundred Ninety-Seven Thousand, Four-Hundred and Thirty-Six (1,297,436) impressions. Our ads averaged Five Thousand (5,000) clicks per week Garnering Thirteen-Thousand, Five-Hundred and Thirty-One (13,531) clicks in total. Our campaigns performed Fourteen (14) times better than the national average of (.07) increased website traffic with new applicants and gave our DCMA partners lots of useable content for future social media marketing initiatives.
