[case study]
Oregon Employment Department
Case Study Oregon Employment Department
Precision Targeting for Hard-to-Reach Audiences
Oregon Employment needed to reach unemployed individuals across the state—a notoriously difficult audience to target through traditional digital channels. We developed a comprehensive digital advertising system using geofencing technology to deliver highly targeted messaging while expanding their brand guidelines to support hundreds of ad variations.
Strategy
We built on Oregon Employment's existing brand foundation, expanding their visual palette and imagery guidelines to support large-scale digital advertising. Rather than waste budget on broad META campaigns, we implemented precision geofencing to target unemployed individuals by rural, demographic, and geographic factors—delivering relevant employment resources exactly where and when they were needed.
Goals
Reach unemployed individuals without massive budget waste. Expand brand guidelines to support hundreds of ad variations. Implement precision targeting for rural and urban audiences. Create scalable digital advertising system. Achieve measurable results in a challenging demographic.
KPIs
Geofencing campaigns consistently crush industry standards. Contract renewed three consecutive times based on performance. Hundreds of digital ads created within expanded brand system. Precise audience targeting eliminates budget waste. Measurable engagement with hard-to-reach demographics.
Creative
Deliverables
Comprehensive brand guidelines and usage standards
