Case Studies
U.S. Dept. of Labor: America’s Learning eXchange
An education in success
Situation
America’s Learning Exchange, the Department of Labor’s Internet-based network of career development, training, education and employment resources, needed to increase the number of resource provider listings in order to better serve the country’s workforce. But, the organization did not have the budget to support a full-scale advertising campaign.
America’s Learning Exchange had to:
- Increase the number of resource provider listings.
- Work within a limited budget.
Results
Boscobel knows that a budget too small for a respectable paid advertising campaign may well support a first-rate public relations campaign. We targeted key industry publications with a public service announcement that encouraged providers to visit the America’s Learning Exchange site and register their services. Unified collateral materials, Web site design, e-mail marketing and trade show support also supported the effort. A spin-off campaign, developed in conjunction with the National Association of State Workforce Agencies, provided additional marketing leverage.
In the first year alone, America’s Learning Exchange saw a ten-fold increase in resource provider listings. That initial success, combined with ongoing growth, led to several public and private partnerships for the Department of Labor. And, the total promotional budget increased by more than 500%.