DIGITAL CONTENT + EARNED MEDIA + PAID MEDIA + THOUGHT LEADERSHIP

Campaign Overview:

In partnership with major brands, including The Coca-Cola Company, Toyota, NASCAR, Old Navy, Jimmy John’s, and Lowe’s, Boys & Girls Clubs of America (BGCA) launched a campaign showcasing its expertise in preparing young people for the workforce. By engaging executives and other employees of these major brands, BGCA developed a series of articles, including “Questions to Ask in a Job Interview”, “What are Soft Skills and How to Build Them in the Workplace” and “How Trade Jobs Can Lead to Great Futures.”

Goals:

  • Position BGCA as a trusted resource for parents, caregivers and youth beyond membership, leveraging corporate partners as a third-party perspective and support.

  • Increase traffic to BGCA.org and engagement across social platforms, with a secondary goal of driving email leads and donations through content optimized for conversion.

Audience:

  • Parents, potential donors

Strategies

  • Establish foundational relationships with key national and trade media and secure top-tier placements.

    • Hosted the Life & Workforce Readiness roundtable: How to Find a Job You Love, featuring workforce experts from Toyota, The Coca-Cola Company and Major League Baseball.

    • Conducted media outreach highlighting BGCA’s workforce readiness survey results.

    • Positioned BGCA experts as thought leaders in out-of-school-time and workforce readiness.

  • Strengthen the organization’s position as a family resource through workforce content based on SEO data.

    • Developed 7 SEO articles and 3 youth-focused stories.

    • Dedicated emails to donors, prospects and alumni.

    • Paid social, search and Google Ad Grants.

  • Elevate partners as thought leaders in workforce readiness conversations.

    • Representatives from The Coca-Cola Company and Toyota served as workforce experts for the roundtable.

    • Engaged executives and employees from The Coca-Cola Company, Toyota, NASCAR, Raytheon Technologies, Old Navy, Jimmy John’s, Lowe’s and the Equity Collective to author articles and videos giving “expert” advice on varying workforce topics.

Results:

  • 138 million media impressions with 5 national media placements including Forbes, Authority Magazine, and The NonProfit Times

  • 1.9 million search ad impressions

  • 1.3 million organic & paid social media impressions

  • 10 published content pieces

    • Article: Questions to Ask in a Job Interview received nearly 100,000 page views

  • USA Today Advertorial = 1 million campaign reach