Campaign Overview:

In partnership with major brands including Coca-Cola, Toyota, NASCAR, Old Navy, Jimmy John’s and Lowe’s, Boys & Girls Clubs of America (BGCA) launched a campaign to showcase its expertise in preparing young people for the workforce. By leveraging executives and other employees of these major brands, BGCA developed a series of articles like “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 Features.”

Goals:

• Position BGCA as a leading family resource to parents, caregivers and youth beyond membership, leveraging corporate partners as a third-party perspective and supporter

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

Audience:

• Parents, potentials donors

Strategies

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

  • Life & Workforce Readiness media roundtable

  • Outreach with workforce readiness survey results

  • Positioned BGCA experts as thought leaders

• 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 grant ads

• Elevate partners as thought leaders in workforce readiness conversations

  • Partners from Coca-Cola and Toyota served as workforce experts for media roundtable

  • Leveraged executives and employees from Coca-Cola, 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

• 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

• 5 national media placements including Forbes, Authority Magazine, The NonProfit Times

• USA Advertorial = 1 million campaign reach