CASE STUDY: Economic Opportunity

100,000 Opportunities Initiative

National Youth Hiring Day 2020

Overview


The U.S. has nearly 5 million “opportunity youth” — young people, ages 16-24, who are out of school and ready to work, but who often face barriers to pursuing, securing, and keeping jobs. 100,000 Opportunities Initiative is a coalition of more than 50 national employers, private sector, and nonprofit partners working to connect these youth to jobs, apprenticeships, and internships while helping businesses build their talent pipelines. With unemployment claims soaring as businesses shut down amidst state and local efforts to control COVID-19, 100,000 Opportunities Initiative and Get Schooled, a national nonprofit organization dedicated to helping young people get to college, find first jobs, and succeed in both, partnered in order to stage the world’s largest virtual hiring fair, connecting opportunity youth with upwards of 1 million job opportunities.

PROJECT SCOPE

Strategic Communications
Messaging & Branding
Video Production
Design & Creative
Event Support
Digital Strategies
Website UX/UI
Media Relations
Product Development

Our Strategy


The Hatcher Group reached our goal of helping to make National Youth Hiring Day the most highly-trafficked job fair—physical or digital—in the 100,000 Opportunities Initiative’s history. Our scope of work consisted of four primary categories: A new event microsite, digital promotion, earned media, and creative collateral.

We began by designing and launching a microsite and creating a home page banner on the 100,000 Opportunities Initiative site to drive visitors to the National Youth Hiring Day microsite. To promote National Youth Hiring Day, we embraced a “wide-net plus hyperlocal” strategy for the paid component of the digital strategy, launching campaigns on a variety of platforms: Facebook, Instagram, LinkedIn, Indeed, Google Search, and YouTube, as well as Programmatic ads. In addition, we executed an organic social media campaign to promote registrations for National Youth Hiring Day.

We also developed and distributed two media advisories and a final press release. We put together a robust list of targeted reporters and outlets and conducted aggressive direct outreach pitching. Finally, we created a full suite of materials to promote National Youth Hiring Day, including gifs and motion graphic videos for social media, a press toolkit, a social media toolkit, a streaming audio promotional spot, and a wide range of unique social media graphics.

Our Impact


  • More than 7,000 people registered for the event
  • 2,584 application referrals
  • 12,978,772 impressions across all digital advertising platforms
  • Radio coverage on at least 3,461 stations
  • Press coverage with an estimated total audience of more than 15 million
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