In March 2023 we launched a campaign on behalf of the City in partnership with Northern Virginia Community College to promote the Grow Manassas Tuition Assistance Fund. The fund pays for a variety of professional development courses and certifications for Manassas residents. Using a combination of print, digital, and audio advertising, we have doubled the number of interested applicants as compared to pre-campaign numbers. Specifically, the campaign uses:

• Programmatic display ads targeted at demographic groups and users searching for relevant keywords
• Social media ads across Facebook and Instagram
• Google Display and Google Text Ads targeted to users demographically and based on search history
• Printed flyers and mailed postcards that include a coded QR code to track resulting web traffic
• Audio and companion display ads across the Spotify network
• Targeted email marketing delivered to relevant users, filtered by age, income, work status and geography
• Print ad placements

All components of this campaign are delivered in English and in Spanish, which helped to reach Manassas’s large Spanish-speaking population. The combination of digital and traditional methods ensures we’re able to reach potential candidates where they are.