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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Delivering A Better World During COVID-19

Finalist in LinkedIn

Objective

As the world continues moving forward during COVID-19, Parsons is developing technology to help society reopen while remaining rooted in our corporate mission: to deliver a better world.

DetectWise™ is a touchless, biometric scanning solution that monitors real-time health symptoms and facilitates the safe movement of people in public areas. The system is currently being used across corporate offices, schools, airports, the Department of Defense, and retirement and healthcare facilities in the United States.

The goal of this campaign was to gain sales leads through targeted LinkedIn Lead Generation ads and generate awareness of the product’s capabilities to help society to reopen safely and accelerate the transition to a new normal.

Strategy

The communications team relied heavily on paid social media – specifically through LinkedIn – to raise awareness of DetectWise among key target audiences and generate qualified business leads. Through LinkedIn’s lean generation ad units, they were able to drive qualified users to the product’s webpage on Parsons.com and generate targeted sales leads from organizations and industries that would benefit from DetectWise™.

The campaign was targeted in the U.S. at Airports, Universities, Union, Venues and Convention Authorities, Sports Associations, Post- Covid-19 Vision & Strategy Groups, the Department of Defense, Industrial Manufacturing Facilities and Plants, Nursing Homes, and Hospitals.

In addition to paid social media, the communications team complemented the campaign with organic social media and earned media with online/print coverage in the Los Angeles Times, Augusta Chronicle, Washington Business Journal, Hartford Courant, and television coverage in Los Angeles and Washington D.C.

Results

This approach generated more than 800,000 views and over 100 leads. The inquiries generated from LinkedIn paid campaign constituted the majority of all leads received from the website during the course of 3 months, which resulted in 76% of the product’s overall sales. The Parsons program manager for DetectWise™ described the team’s digital marketing efforts as “The lifeblood of our sales pipeline.”

Today, as a result of this campaign, which was our only paid digital effort, DetectWise™ is deployed across the healthcare, medical and retirement communities, the Department of Defense, education institutions, commercial and industrial companies, and corporate offices.

Media

Produced by

Parsons Corporation

Link

Entry Credits

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