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About This Project
Summary
Guild is an ed benefit company dedicated to unlocking career opportunity for America’s workforce through tuition-free education and career support. To raise awareness, Guild launched a campaign featuring 3 Guild learners who transformed their lives using their companies’ Guild benefits. The documentary-style videos aim to inspire viewers with possibility for their own lives, while giving them a tangible course of action by highlighting 3 employer partners, Chipotle, Target, and Tyson Foods.
Goals & Objectives
The campaign aimed to build Guild brand awareness by attracting job seekers to roles and employers where they can go beyond earning a paycheck to growing their careers. Secondarily, it aimed to bolster talent attraction for the employers based on their investment in employee education and mobility.
Results & Impact
The campaign grew Guild brand awareness by ~6 points — and sparked a sense of possibility in our audience. More than 50% of those who saw our ads expressed consideration for working at a company that offers Guild (7 points > benchmark) and many took action by visiting employers’ career sites.
the team
Anna Zollicoffer
- Senior Designer
- Guild
Brendan Wilkerson
- Director, Brand Campaigns
- Guild
Emma Dakin
- Creative Director
- Guild
Eve Bayer
- Senior Director, Brand
- Guild
Jen Brault
- Social Media & Influencer Marketing Director
- Guild
Katie Higgins
- Senior Member Advocacy Manager
- Guild
Mat Cruz
- Brand Social Media Manager
- Guild
Michele Bitinis
- Senior Web Manager
- Guild
Riva Froymovich
- Corporate Marketing
- Guild
Rebecca Biestman
- CMO
- Guild
James Allen
- CEO
- Media Disco
Joey Medici
- COO
- Media Disco
Matt Benton
- Producer
- Hyphenated
Leslie Wade
- Brand Director
- Hyphenated
Kelli Roberts
- Partner & CSO
- Hyphenated
Will Esparza
- CEO & CCO
- Hyphenated
Anna Zolicoffer
- Senior Designer
- Guild
Brendan Wilkerson
- Director, Brand Campaigns
- Guild
Emma Dakin
- Creative Director
- Guild
Eve Bayer
- Senior Director, Brand
- Guild
Jen Brault
- Social Media & Influencer Marketing Director
- Guild
Katie Higgins
- Senior Member Advocacy Manager
- Guild
Mat Cruz
- Brand Social Media Manager
- Guild
Michele Bitinis
- Senior Web Manager
- Guild
Riva Froymovich
- Corporate Marketing
- Guild
Rebecca Biestman
- CMO
- Guild
James Allen
- CEO
- Media Disco
Joey Medici
- COO
- Media Disco
Matt Benton
- Producer
- Hyphenated
Leslie Wade
- Brand Director
- Hyphenated
Kelli Roberts
- Partner & CSO
- Hyphenated
Will Esparza
- CEO & CCO
- Hyphenated
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