Learn how we helped the Insulation Contractors Association of DC generate leads for employment through a robust digital marketing strategy utilizing a brand new website, CRM, organic content, and Facebook Ads.
The Challenge
When we engaged with ICA of DC during Covid-19, they had no existing online presence. Traditionally, the member companies of ICA DC would find candidates through word-of-mouth marketing. They needed a new way to create awareness about the Journeyman programs their association offers and attract qualified candidates.
To add to the challenge, 75% of their workforce speaks Spanish or is bilingual — and ICA DC wanted to engage both English and Spanish speakers equally and effectively.
The Tools
Squarespace
Google My Business
Facebook
Facebook Ads Manager
Instagram
LinkedIn
Hootsuite
Facebook Creator Studio
HubSpot
HubSpot Chatbot
Indeed
Mailchimp
Weglot
The Process
We began through a Discovery Session where we uncovered ICA DC's core challenges and developed target personas and criteria for our target lead candidate. Once we knew who we were looking to attract, we built a candidate journey so we understood how ICA DC would engage with their potential candidates.
After creating our candidate journeys, we built a robust digital marketing strategy that included a website, organic social media strategy, ad campaign, CRM, automated workflow, and email campaign.
Our goal was to not only attract candidates who were actually interested and qualified for ICA DC's Journeyman program, but to make it easy for the 5 board member companies to engage with the lead candidates.
We used Weglot to make the website fully viewable in both English and Spanish — ensuring no qualified candidate was left out due to language barriers.
The Process
Through a combination of organic content, the ICA DC website contact form, and Facebook Lead Ads, we were able to generate over 525 leads of candidates that matched ICA DC's criteria for qualified leads in 2 months — with an average cost per click of $0.51.
We used HubSpot CRM to filter qualified candidates into lead lists so that each Board Member Company could access the qualified leads and engage them fairly for employment.
Additionally, we created email campaigns so that qualified leads could engage board member companies directly for employment opportunities.
525+ qualified employment leads generated in 2 months
$0.51 average cost per click across Facebook Lead Ads
72% of website traffic driven by organic social media content
Fully bilingual website (English + Spanish) via Weglot
Automated CRM lead lists distributed fairly across 5 board member companies
Email campaigns enabling direct candidate-to-company engagement
