Case Study: Marketing Services for the Apprenticeship Service Program
Industry
Registered Not-for-Profit
Location
Across Alberta
Client
Rupertsland Institute (RLI)
About
In 2023, Gravity Pull was hired by Rupertsland Institute (RLI) to develop and execute a comprehensive marketing strategy for the Apprenticeship Service Program (ASP). The goal of the program was to connect first-year apprentices, particularly those who identify as Métis, First Nations, and women, with employers across Alberta. Gravity Pull’s role was to create a multi-channel marketing campaign to build awareness, generate leads, and support RLI in achieving their annual goals.
Challenge
The overall challenge for the program stemmed from the fact that multiple organizations received funding from the Government of Canada to run Apprenticeship Services programs and therefore competing for the same target audience within a very short time span. Our multi-channel approach to marketing, with high quality video and thoughtful copy and culturally appropriate graphic assets was a significant advantage over other service providers.
- Lead Quality vs. Volume: While Meta ads produced a high volume of leads, LinkedIn outreach resulted in better-quality prospects. The challenge was balancing quantity and quality, especially as RLI sought to maximize the number of employer contracts. Gravity Pull’s team successfully re-targeted the ads and adjusted the approach to prioritize quality over quantity.
- Email Marketing: Our team created an email nurturing program that allowed for email follow-ups to potential leads. Maintaining engagement leads to higher conversion rates.
- Radio Marketing: Our team created a comprehensive radio ad campaign targeting Metis community in smaller urban and rural areas where
Results
- LinkedIn Outreach Success:Â LinkedIn proved to be one of the most effective platforms for generating high-quality leads and initiating meaningful conversations with prospective employers. Many sales conversations were initiated through direct LinkedIn messages.
- Brand Awareness and Lead Generation: The multi-channel advertising approach successfully raised awareness of the ASP program, with over 1 million impressions served across Meta and LinkedIn.
- Positive Public Engagement: The organic social media campaign and radio advertising were praised for engaging the wider public and informing Indigenous communities of the opportunities offered through ASP.
GravityPull’s marketing strategy for the Apprenticeship Service Program effectively raised awareness and generated meaningful leads, ultimately facilitating 100 employer contracts by the end of 2023. The campaign successfully highlighted the program’s value to employers and apprentices alike.
Services
Marketing Strategy Overview
Gravity Pull’s marketing strategy combined digital advertising, social outreach, radio advertising, and in-person event support. Key initiatives included:
- LinkedIn Outreach
- Paid Digital Advertising (LinkedIn, Meta)
- Organic Social Media Content Creation
- Radio Advertising
- Video Advertising
- Print Marketing distributed at trade shows and networking events
Through these efforts, GravityPull helped facilitate around 100 employer contracts by the end of 2023.
Key Results
- LinkedIn Outreach: 60 leads generated from 1,820 connection requests.
- Paid Advertising: 483 leads generated across LinkedIn and Meta, with over 1 million impressions served.
- Organic Social Media: 41 posts shared across multiple platforms to engage diverse audiences.
- Radio Advertising: 531 ad spots aired targeting Indigenous communities.
- Print Marketing: 5,000 brochures printed and distributed at events.
Event Galleries
Statistics are rounded for simplicity. Get in touch to talk details for your next event!