IBEW Local 369

  • What we did
  • Digital Marketing
  • Pay-Per-Click
  • Social Media
  • Video

How Mightily Powered Up IBEW's Recruitment Efforts

When IBEW Local 369 set out to strengthen its recruitment efforts and elevate awareness of its impact in the community, they turned to Mightily for strategic support. Our team partnered with the union to develop creative, targeted media campaigns aimed at increasing union memberships, bolstering apprenticeship signups, particularly among women and minorities, and amplifying the visibility of IBEW’s mission and work across the region.

Integrated Approach

Mightily developed and deployed a full-funnel digital and traditional media strategy that combined awareness-driven audio and video assets with high-performing paid search and display efforts, each tailored to reach job-seeking and career-curious audiences across devices that included:

Digital Audio: Branded “Power Up” and male and female-voiced audio ads across streaming platforms drove exceptional engagement, with average Listen-Through Rates (LTR) peaking at 95.29% in August—far exceeding industry norms.

Connected TV (CTV) & YouTube Video: With “Power Up” and female-focused “EmpowerHer” ads, CTV creative saw Video Completion Rates (VCR) of up to 98.57%, while YouTube placements consistently delivered 94–96% completion, reinforcing messaging among key audiences in high-attention environments.

Digital Display: Display efforts were consistently optimized by removing underperforming placements and shifting impressions to stronger-performing units. Despite a naturally lower CTR environment, Mightily increased viewability to 85.65% by October.

Paid Search: With a CTR averaging over 35% (average CTR for Paid Search is 3.17%) across most of 2024 and peaking at 41.11% in June, search campaigns produced a total of 506 tracked conversions. Mightily employed keyword tuning, bid adjustments for high-performing zip codes, and continual pruning of low-yield queries to boost efficiency.

Results That Mattered

Video: Average VTR (video completion rate) of >94% across all channels; highest month (CTV – click through rate) reached 98.57%, significantly outperforming the average VTR rate of 31.9%.
Audio: LTR (listen through rate) held above 90%, peaking at 95.29%
Display: Viewability of Display Ads rose from 74% in March to 85% by October, far exceeding the average views of Display Ads which is around 49%.
Paid Search: CTR as high as 41.11%, 506 total conversions, and top ad placement above 90% most months, smashing the average 3.17 CTR for paid search ads.

Through an agile, insights-driven digital media strategy, Mightily helped IBEW Local 369 amplify its brand, reach emerging talent, and convert engaged prospects into committed members and apprentices. The campaign’s sustained performance across digital platforms ensured maximum ROI, delivering measurable growth for the union in 2024.