Careereoki was a collaborative marketing initiative to
stimulate career training and placement in Central
Florida. WORKFORCE CENTRAL FLORIDA, Orange County Public
Schools Career and Technical Education and EVOK Advertising
teamed up with their shared vendors to create a unique and
memorable alternative to traditional one-way marketing
communication. The program offered a great way to truly connect
with people during difficult times, interjecting a bit of humor
when the community needed it most.
The “Careereoki” program invited Orlando area jobseekers to
submit videos of themselves singing about the careers they hoped to
attain to the WPYO 95.3 FM website. Participants competed for
prize packs of career training tools provided by campaign partners
such as, job shadows, gas cards, resume and personal makeovers and
tuition scholarship packages.
Careereoki’s was a monumental success on all fronts, resulting
in extensive media coverage. More than 100 submissions were
entered for Careereoki, and in less than two months, the contest
website hosted by WPYO saw nearly half a million hits and more than
500 people voting for their favorite video.
On Google, the newly-coined term “Careereoki,” went from
producing zero to hundreds of thousands of hits on the search
engine. In terms of earned media, attention originated from local
outlets, including a feature article in the Orlando Sentinel’s
business section and coverage on all five Orlando area broadcast
news networks.
Exposure then extended to national and international outlets
including a headline story on CNN.com, CNN Headline News, Good
Morning America and other networks throughout the
nation.
Contest coverage benefited program participants as well, as
the five Careereoki finalists were featured on hundreds of
websites, as well as in international print and broadcast media,
including the New York Times, which served as a showcase for
the determination and talent of these jobseekers.
