Goodwill Columbus: Driving Awareness for Employment Services through Multi-Channel Traffic Campaigns

Background

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Goodwill Columbus is a nonprofit dedicated to empowering individuals with disabilities and other barriers to employment. The organization sought to raise awareness for its employment services across multiple digital platforms and reach diverse audiences.

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The Overview

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With Saya Digital, Goodwill Columbus launched multi-channel traffic campaigns across platforms such as LinkedIn, Facebook, Instagram, Twitter, and TikTok to drive awareness and website traffic to its employment services pages.

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The Strategy

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Platform Diversification: Traffic campaigns ran across LinkedIn, Facebook, Instagram, Twitter, TikTok, and other channels to reach different audience segments

Audience Segmentation: Targeting was refined by location, demographics, interests, and employment status to increase relevance and engagement

Compelling Ad Creative: Visually appealing, story-driven creative with clear calls-to-action communicated the value of employment services

Strategic Messaging: Messaging emphasized job training, coaching, placement assistance, and success stories to build trust

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Driving Success

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Increased Awareness: Multi-platform reach expanded visibility of employment services and the organization’s mission

Website Traffic Growth: Ads drove more visitors to employment services pages where they could explore programs and opportunities

Community Engagement: Social interactions and direct messages increased, enabling ongoing support and dialogue

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Conclusion

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The multi-channel traffic campaigns increased awareness and engagement around Goodwill Columbus’ employment services while driving more qualified traffic to the website. The approach strengthened visibility across platforms and supported continued community impact.