Connecting Job Seekers with Opportunity
Video, Digital Marketing & Strategy
At a glance
Client
WayneLINC / SEMCA
Services
Video, Digital Marketing, Social
Results
1,800+ Enrollments
Challenge
SEMCA needed a marketing partner to build broad awareness of WayneLINC and its service offerings, drive job seekers to explore and enroll in programs, and help shift public perception of the county’s role in workforce development. The challenge was to bring visibility to a voluntary program and connect meaningfully with underserved and underrepresented communities throughout Wayne County.
Goals
Key objectives for the campaign:
Build broad awareness of WayneLINC and its service offerings.
Drive job seekers to explore and enroll in programs.
Help shift public perception of the county’s role in workforce development.
Connect meaningfully with underserved and underrepresented communities.
Approach
Strive crafted a full-funnel marketing campaign built around authenticity, access, and action. Our approach emphasized the human stories behind WayneLINC’s services, while delivering clear information on how and where to get started. All creative and messaging aligned to a central goal: showing job seekers that WayneLINC isn’t just a resource; it’s a launchpad for their future.
What We Created
Testimonial Video PSAs
Two video stories captured WayneLINC participants sharing how the program helped them regain confidence, find direction, and re-enter the workforce. Each video was produced in :15, :30, and :60-second formats.
Social & Digital Ads
Ad creative featured general awareness messages and targeted service promotions. Messaging was community-centered, actionable, and mobile-friendly.
Print Leave-Behinds
A bold, scannable postcard was used at in-person events, helping bridge digital campaigns with physical engagement at career fairs and partner locations.
Impact
What began as a campaign to build awareness quickly evolved into a platform for long-term workforce empowerment across Wayne County.
Results
The campaign exceeded enrollment goals and reshaped how Wayne County leaders viewed the role of communications in workforce development. Key outcomes included 6,300+ visitors to the portal, 1,800+ enrollments, and one career event doubling its expected attendance. Cost-per-click on Meta platforms averaged just $1.03, making the campaign highly cost-efficient.
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