Massachusetts Supplier Diversity Office

Massachusetts Supplier Diversity Office

Industry Workforce Development

Year 2022

ASG Solutions & Services

    ASG developed and implemented a marketing campaign to promote the Supplier Diversity Office services, trainings, and certifications they provide to businesses across Massachusetts. The media strategy included placement of the assets in print media, billboards, and radio spots. The digital strategy consisted of two campaigns with traffic and lead generation objectives. Targeted Google display ads led users to a landing page where their email addresses were collected. These responses generated an email list that was used for an email drip campaign.

    5.8
    mil
    digital impressions
    10.5
    K
    clicks to website
    55.1
    %
    email open rate

    During the six-week media buy, the campaign generated over 5.7 million impressions and over 7,600 clicks to the SDO website. The digital campaign surpassed 160,000 impressions and over 1,900 clicks. The click-through rate of 1.17% was 5.3 times higher than that of the industry average of 0.22%. The email drip campaign averaged a 55.16% open rate across the3 emails, nearly double the industry average of 28.77%.