Shaw’s and Star Market – Cape Cod Seasonal Hiring Campaign
With limited out-of-home advertising options available on Cape Cod, employment recruiters at the supermarket chain Shaw’s and Star Market deployed a LED style mobile digital billboard truck to amplify community awareness about job openings at many of the chain’s Cape Cod locations.
Starting in late spring, ahead of Cape Cod’s busy summer season, the mobile digital billboard was routed each day to a different selection of communities and locations across Cape Cod, focusing on the chain’s supermarkets which had the greatest to need to add staff.
Routing and day-part scheduling tactics included zip code and neighborhood level targeting, with visits to local high schools as students were leaving at the end of the school day, as well as circulating along busy, high traffic commercial corridors where employees at competing supermarkets and other retail chains were likely to see the ad as they were heading to and from their jobs.
Local coverage areas included Falmouth, Hyannis, Yarmouth, Harwich, Orleans, and other Cape Cod communities.
