Mayor’s Fund: Center for Youth Employment, Ladders for Leaders

Our Shared Challenge:

The Mayor’s Fund sought to recruit NYC employers to host interns as part of their ‘Ladders for Leaders’ program, a collaboration with the NYC Department of Youth and Community Development.

Since 2014, the program had grown from 89 participating employers to 475 in 2016. However, the majority of employers engaging in the program were the result of direct outreach from the Mayor’s Fund.

In 2017, SVM was hired to launch a digital outreach campaign with the goal to recruit 140 new businesses to sign up through the Center for Youth Employment’s
(CYE) registration page.

Results:

211

Registration Submissions

11

Features In Press Outlets

460%

Increase In Web Traffic

5267

Increase in Unique Page Views

What We Did:

  • SVM worked hand-in-hand with CYE’s network of city agency and community partners to coordinate an outreach campaign targeting 7 NYC industries.

  • Numerous employer stories were captured, each resonating with a specific industry.

  • SVM re-designed the CYE website and registration page, enhancing the user experience.

  • SVM launched a 3-month digitally-led outreach campaign — leveraging both organic and paid social –through the outreach channels of CYE’s partners.

  • Additionally, SVM managed a PR outreach strategy, securing coverage by the Wall Street Journal, Politico, Real Estate Weekly, Metro, and the Daily News to name a few.

Creative Examples:

 

Through a partnership with Y&R, the Mayor's Fund had an existing ad campaign, that SVM extended via organic and paid social.
SVM then gathered industry-specific employer stories that could be shared via the Mayor's Fund and partner's email lists.
The stories were then translated into social posts and shared via the Mayor's Fund and partner's organic and paid social channels.
SVM pitched both citywide press and industry-specific press, leveraging the personal employer stories from each industry.
The campaign wrapped up with thought leadership content driving traffic to existing online Mayor's Fund resources.
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