TRAX Case Study

Challenge

TRAX International Corporation is a leading provider of professional and technical services for U.S. federal government agencies and energy solutions for commercial clients. Amongst other strengths, TRAX specializes in high-quality technical and logistical testing and evaluation capabilities, providing resources, equipment, and personnel in support of the testing process for the U.S. Army. While TRAX has more than 90 combined years of experience in performing T&E services for the U.S. Army Test and Evaluation Command at a number of test centers, it had not yet provided support at a handful of ranges and was interested in exploring business opportunities at one in particular.

The objective of this campaign was two-fold. First, to create awareness of TRAX and their T&E offering in a new vicinity to support marketing efforts in parallel with a proposal submission and second, to draw potential new, relevant hires to the Careers section of their website should they be awarded the work. TRAX turned to Boscobel, which worked with its digital marketing partner, Focused Image, to execute this awareness and recruitment campaign.

Solution

The LinkedIn advertising platform was utilized for its incredibly powerful first-party audience targeting along with a programmatic platform to create geo-fenced and remarketing display campaigns to drive awareness, engagement, and application submissions. Audiences were developed to support the campaign and were geo-fenced to the surrounding local area and states.

A landing page was designed and created that portrayed the company’s strengths in range operations and T&E services. A corporate presentation focusing on the company’s capabilities was offered as a downloadable file. Ads were designed that complemented the company’s billboard advertising and marketing materials to create imagery consistency to support this endeavor, and the landing page was linked from the ads.

Results

The campaign created hundreds of thousands of impressions and thousands of engagements with TRAX’s target audiences. The campaign strongly supported TRAX’s efforts in both awareness and recruiting and resulted in the company winning the work.