ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

Sustainability & Renewable Energy

Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

Q Campaign

Entered in Multi-Platform Campaign

Objective

The goal of this campaign was to build brand awareness and raise our profile as market leaders in the defense, intelligence, and critical infrastructure industries while also driving potential applicants to site. This was the first external integrated marketing campaign our Corporation has ever run. As a digital marketing team, we aimed at leveraging a mix of digital mediums like LinkedIn, Google Search, and Programmatic versus relying on traditional media, which had been the main advertising and marketing medium in the past. Our secondary objected was, as a result of increased awareness, to drive leads as well as completed applications.

Strategy

We targeted audiences that were in the defense, intelligence community, and critical infrastructure job market in the United States. We used a mix industry-focused creative for the market-specific ads, which included highlights of our capabilities from our top Space and Geospatial, Missile Defense and C5ISR, Smart Cities, Utilities, and Cyber services. On the other hand, for our recruiting efforts we focused on people-based creative by leveraging our very own employees as the face of our company and different departments.
Our team used LinkedIn’s strong targeting features, which served as a high-traffic channel to ensure broad messaging and reach users by the job titles. LinkedIn has the highest investment for our recruitment effort, especially for competitor conquesting, serving as an excellent resource to reach interested, qualified applicants.
Secondly, we chose to run ads on Programmatic, which offers a broad approach for awareness and its low cost-per-click will cast a wide net around our target audience ensuring we reach as many potential applicants as possible.
Lastly, paid search’s inherent inbound nature positions it as an excellent resource for the recruiting effort and direct sales.

Results

Our ads were viewed over 12 million times with nearly 34 thousand clicks to the site. 81% of those clicks were new visitors that have never been to Parsons.com. Social media served as strong channel for the recruitment effort with LinkedIn serving as an excellent resource to reach interested, qualified applicants by garnering over 150 completed applications, which included users that work for several of our top competitors across various industries. In addition, paid search ads on Google allowed us to provide strong inbound leads, which also resulted in over 150 inquiries that we were able to track through pixels placed on various website pages. Our Programmatic ads allowed us to leverage efficient targeting and multi-device capability by reaching a wide audience on any device from smart phones and desktops to smart TVs. We were ablet to strongly trafficked websites such as Accuweather, NBC, Fox, The Washington Post, ESPN, and many, which contributed to our increased visibility and ultimately, the high number of inquiries and applications.
The highly increased traffic to the website resulted in a 48% visitor increase compared to the same time period in 2019 and a 41%increase in time spent on site, which speaks to the user engagement and user experience.

Media

Produced by

Parsons Corporation

Link

Entry Credits