Digital Marketing Campaign
Canadian Museums Association
Account Manager
Brittney Mason
Key Team Members
Logan Acton
1909 partnered with the Canadian Museums Association to promote and increase awareness of the Young Canada Works program. We chose this quippy tagline “Museum Jobs are Cool Jobs” as the driving message behind the government-funded public service campaign.
Situation
The Canadian Museums Association, in collaboration with the Government of Canada, engaged 1909 DIGITAL in a bi-lingual digital marketing campaign to promote and increase awareness of the Young Canada Works program. The campaign promoted the program benefits and aimed to increase the quantity and diversity of applications within the applicant base.
1909 used SEM and Display Advertising (Google Ads), Google Ads for Nonprofits, paid social media advertising within the Meta network, organic social media, email campaigning, and network to clarify and share consistent messaging.
Planning
Our team worked hand-in-hand with CMA to determine strategic plan for the campaign, which included:
- Facilitating marketing and organizational intake
- Audience targeting
- Messaging development
- Writing all campaign content
- Holistic creative ideation
- Collaboration with multiple Canadian museums to source imagery and gain permissions for use in advertising campaigns
- Graphic & advertising design
- Landing page design & creation
- Facilitating broad network outreach
- Campaign implementation
- Campaign monitoring & optimization
- Comprehensive reporting based on KPIs
The primary obstacle to campaign success was finding a way to connect with a young audience and help them see the value in working at a museum was, particularly if it had never been a consideration for their career.
Solutions
- Get creative with messaging & campaign delivery to attract the Gen Z audience
We knew we’d have to “stop the scroll” to catch attention in a sea of content - Think outside the box to target job seekers in this category. There are strict non-discriminatory guideline for job-related ads
Instead of narrowing by age, we narrowed the audience by interests - “Go big” in a creative way to attract attention
We utilized white and negative space, included diverse and young models, layered in imagery of actual museums in the job pool, and incorporated CMA’s branding in a fun way
- CMA’s website was not easy to navigate and we couldn’t set up conversion tracking
We created 6 landing pages (3 in English & 3 in French for targeting different audience groups), emerging museum professionals, diverse prospects, and a general control audience which included young people seeking fun opportunities - Running the campaign in its entirety, from social media to all paid advertising after solidifying strategy
We published daily social posts, monitored and optimized paid ads, and regularly pulled informal/in- the-moment reporting - Reporting for compliance with Canadian Federal Government requirements
We developed comprehensive reporting based on KPIs and feedback from the CMA team, which
included a dashboard and weekly reporting cadence
Ad Results
Google Ad Grants helped provide an additional 324 clicks and over 5,000 views for no additional cost
Museum advertising benchmarks for average cost-per- click is $2-3
The campaign average was less than $1. The results were better than projected and highly successful overall.
Advertising Samples
The greatest measurement of campaign performance is client happiness and immediate, consistent referrals.
Campaign Wins
The campaign was a success! It exceeded our standards and was received positively by the client and the Government of Canada. We were not able to complete the full feedback loop via the governmental jobs portal to see the results in real-time, so we relied on reporting from the client and their government representative. All parties involed were highly satisfied with the project, and the client opted into ongoing campaigning with our team.
We’re proud of our work on this campaign. Our small but mighty team assisted in the placement of hundreds of jobs for young Canadians and an increased awareness of the Canadian Museums Association and their work to build stronger museums, engaged citizens, and a better Canada.