Project Details

Agency Name: Texas Workforce Commission

Agency Type: State

Services: Strategic Communications and Technology Solutions

Client Goals

The Texas Workforce Commission wanted to encourage more young people to explore in-demand careers in Texas industries. Safal Partners developed and implemented a statewide marketing and outreach campaign strategy that engages youth ages 14-24 in creating sustainable connections between education, training, and employment.

Safal Approach

The Safal team’s approach to media campaigns involves three phases. In the development phase, we conduct in-depth market research, develop a brand for the campaign, and develop a media strategy involving multiple channels and tactics. We then use an iterative feedback process to develop content for the campaign. When the client is in love with the materials we produce, the Safal Team executes the media launch strategy. Our strategies always have targeted execution across markets, with ongoing tracking and optimization of planning elements. For TWC, Safal developed the “Job’s Y’all” campaign and distributed media through multiple channels, including social media, television, radio, and a newly developed website with digital content. In the first 4 months of the campaign, the “Job’s Y’all” website hit 184,000 pageviews and over 101 million impressions across the state of Texas. We are continuing to track the campaign and optimize our strategy.