They sell, service and rent heavy equipment, trucks and trailers, engines and generators for construction, earthmoving, mining, industrial, petroleum and agriculture. HOLT CAT also sells Caterpillar machines, engines, trucks and generator parts in Texas.
HOLT CAT was interested in attracting new talent for a highly-skilled and specialized role for diesel equipment mechanics state-wide. They are known for exceptional support and service, so it was important to grow and maintain this aspect of their business. HOLT CAT turned to AiAdvertising to better understand the messaging strategies and channels to help reach and convert this specialized and highly skilled workforce.
OBJECTIVES
SOLUTIONS
RESULTS
HOLT CAT San Antonio is one of the oldest and largest Caterpillar dealerships in the United State serving over serving 118 counties in South, Central, North and East Texas.
Download PDF
RESULTS
SOLUTIONS
SOLUTIONS
OBJECTIVES
Ai Advertising – Case Study - Epic Charter School
Epic is Oklahoma’s fastest-growing educational group. As a consequence, it has not only attracted a legion of loyal supporters, students, and families, but also detractors within the media and the public education system from which Epic has sourced a large number of students seeking a more effective provider. AiAdvertising was engaged by Epic to help better understand public attitudes towards charter schools and towards the Epic brand, as well as to help to promote Epic’s core values and to dispel any falsehoods or misconceptions around its increasingly popular education model.
Epic Charter Schools is Oklahoma’s leading charter school group, providing
a blended model of online learning and one-to-one instruction to students statewide.
To better understand current employee psychographics, motivations, and interests in order to develop personas to design a recruitment campaign.
To promote awareness of HOLT CAT's open positions and to personalize the messages and creative based on individual motivations.
To deploy a hyper-targeted advertising campaign tailored to each audience while leveraging their preferences and a new integrated application process.
UNDERSTAND
PROMOTE
CONVERT
Objectives
AiAdvertising deployed the Ai Ad Platform and unique process to address these objectives. Below are the elements that uniquely contributed to the success of the campaign.
SOLUTIONS
HOLT CAT engaged AiAdvertising with its #1 goal to recruit and retain specialized service technicians in various cities across the state of Texas. After personas were developed and the campaign was activated, HOLT CAT better understood their existing employees and the additional costs associated with recruiting new talent. They now understand their cost to hire and cost per lead which also allowed them to be more proactive in leveraging targeted media for the ever-changing needs of each location. HOLT CAT reported that the cost per hire was lower than other tactics that they have used in the past - reporting 20% savings on the cost to hire.
HOLT CAT has hired 270 technicians since the start of the marketing campaign.
On average, 35% of HOLT CAT applicants reported that the advertising media influenced their decisions. AiAdvertising has since increased that influence to 40% since September 2021.
RESULTS
Media has increased applicants across multiple locations including focus areas like Irving, Corpus Christi, and Waco.
Despite historical applicant volume skewing to flagship locations, media is now intentionally targeted to support locations with the greatest need.
increased applicants in key areas
REDUCED NEGATIVE SENTIMENT
HIRES AFTER CAMPAIGN
HIRES BEFORE CAMPAIGN
OVERALL, HOLT CAT APPLICANTS REPORTED THAT THE ADVERTISING MEDIA INFLUENCED AN AVERAGE OF 40% OF THE HIRES.
Week 16 was the launch of media with a big lift in new profiles as customers became aware of opportunities. The subsiding volume led to a pulse strategy and focus on at-need markets.
Week 46 represents the Irving Media Blitz where budget was added to focus on machinists, and Week 49 correlates to the launch of the internal email campaign and hyper-focused media.
INCREASED AWARENESS
effective targeted campaignS
BY CONNECTING ADVERTISING TO CANDIDATE APPLICATIONS, WE DELIVERED ATTRIBUTION TO NEW PROFILES, WHICH IS THE EQUIVALENT OF NEW CUSTOMERS. THIS DEMONSTRATED THAT WE WERE ABLE TO EXPAND OUR REACH BEYOND OUR TYPICAL APPLICANT POOL, WHICH IS A WIN IN TODAY'S COMPETITIVE HIRING ENVIRONMENT. WE ARE NOW BETTER ABLE TO MEASURE ATTRIBUTION ON OUR TECHNICIAN RECRUITMENT CAMPAIGN.
– Mike Colglazier, Director | Marketing
"
"
WORKING WITH AIADVERTISING IS MORE THAN JUST A TRANSACTION, IT’S A PURE PARTNERSHIP. THEIR TEAM IS NOTHING LESS THAN EXCELLENT IN THEIR EXECUTION, COLLABORATIVE IN THEIR CREATIVITY AND PASSIONATE IN THEIR PURSUIT OF RESULTS FOR THEIR CLIENTS. WHEN WE FIRST STARTED WITH AIADVERTISING WE WERE HESITANT AS IT WAS OUR FIRST TIME WORKING WITH AN EXTERNAL AGENCY, BUT AFTER OUR FIRST PROJECT WE KNEW IT WAS A FIT. NOT ONLY DID WE SEE INCREDIBLE RESULTS (25% INCREASE IN EVENT ATTENDANCE YEAR OVER YEAR), BUT THEIR INVESTMENT INTO US AS A CLIENT AND BRAND WAS EXCEPTIONAL. FROM THE FIRST KICKOFF MEETING, THEY WERE ALL IN AND FULLY SURRENDERED TO ACHIEVING THE RATHER LARGE (AND QUICK) GOALS SET. SINCE THEN, THEY’VE GONE ABOVE AND BEYOND IN THEIR APPROACH TO ENSURE OUR GOALS AND EXPECTATIONS ARE EXCEEDED. 10/10, I WOULD HIGHLY RECOMMEND AIADVERTISING”... BUT ONLY IF YOU’RE LOOKING TO BLOW YOUR GOALS OUT OF THE WATER.
– Mikel Howard, Director of Marketing
"
"