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HIRE HOUSTON YOUTH COMMUNICATIONS CONSULTING PROJECT 2016 - 2017

The City of Houston Summer Jobs Program, Hire Houston Youth (HHY), had a goal to increase the amount of summer jobs from 1,034 jobs in 2016 to 5,000 in 2017. FordMomentum! drove the marketing for students and their caregivers through a new campaign - "Houston's HOT Minds" playing off Houston’s known hot summers and the young minds aged 16-24 who are ready to bring their enthusiasm to intern/work for Houston’s businesses.

See how we used FordMomentum! to inspire Houston's future in an innovative way.

PLAN + DELIVER

We implemented our proven process of integrating culture, data and visual creativity to devise an authentic solution that is inclusive of everyone.

  • Facilitated a focus group of target audiences, community members and partners create campaign
  • Narrowed ideas into top 4, then voted on primary campaign language of Houston’s HOT Minds
  • Drove creative that spoke culturally to key demographics for recruitment
  • Delivered designs that were bilingual (Spanish/English), diverse (print, web, audio/visual), and relateable for key audiences
  • Wrote bilingual social media content calendar for newsletters, advertisements, and promotions
  • Used metrics refocus campaign and maximize results

SUSTAINABLE RESULTS

FordMomentum! methodology with the Summer Jobs Program was to build a future with the future. We worked to be inclusive within limited time restraints to produce an authentic campaign that could work for years to come. The Hire Houston Youth program achieved a 360% increase in jobs in one year, exceeding the 2017 goal with a total 5,235 positions filled. Our marketing campaign increased the awareness of the Summer Jobs Program with the growth of demand; over 9,000 applications were submitted by Houston’s youth and the percentage of targeted Hispanic applicants rose to 26%. The reported impact of Houston’s HOT Minds 2017 Summer Job Program is over $10 million dollars generated into the local economy.

Created By
Maya Ford
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