here's what we've done

• graphic design
• broadcast media
• multimedia
• advertising
• promotions & exhibits

U.S. Department of Labor/America's Job Bank

Client
America's Job Bank (AJB) was the world's largest labor-exchange/job-posting board.

Challenge
At a time when online job posting and searching was taking off, the Department of Labor wanted to raise the profile of its own career resources. To capitalize on the momentum of Reingold's initial "Dream Job" campaign for AJB, the Labor Department engaged Reingold to promote the entire suite of publicly supported career resource sites—AJB, America's Career InfoNet, and America's Learning Exchange—and solidify AJB's position as the premiere online employment resource and national "face" of employment services in all 50 states.

Enter Reingold
Reingold developed captivating advertisements for placement on cable television, in high-profile publications, on commuter rail cars, and through airport dioramas. Our placement methodology zeroed in on prime target audiences most likely to use the suite of online career resources. Detailed market research identified key demographics, which we then overlaid with the right media mix to reach them. And we leveraged our media buys to negotiate a placement schedule that resulted in bonus placements and added benefits well beyond our initial investment.

Results
Our campaign solidified brand recognition among current AJB users and reached out to new audiences—while reducing our unit cost from $212.85 to $34.97 per television spot. With an initial budget allocation for advertising placements of $935,132, we negotiated and leveraged $319,020 worth of discounts, bonus units, and other added benefits to raise the campaign's total placement value to $1.2 million. By the campaign's conclusion, our ads reached 7.7 million television-viewing households, 7.8 million print media subscribers, 11 million commuters, and 4.8 million airport visitors on a daily basis.