The Secret Workforce
Data Visualization | Collateral | Landing Page | AB Test
The Secret Workforce collateral and campaign were created to promote findings of study about retention benefits and practices. Data visualization played a key part in the success of project which received high praise from clients and recruiters alike. Success of the project also hinged on collaboration with the content, digital production, and digital performance teams.
Goal: Visualize and promote the findings of a study on retention of employees.
My Role: Distill down the data from spreadsheets into consumable content and creating promotions ads and landing pages.
Data Visualization
At the beginning of the project, a Word document filled with data and content was provided. Upon receiving all the information, I began breaking each data point down and determining the best way to represent the data visually.
Print Layout
The print version was intended for recruiters to bring to clients during pitches to argue various topics like pay increases, positive work environment, etc. and to demonstrate knowledge of industry. Based on how the piece would be used, I chose the compact dimensions of a half letter size booklet. Since the piece would need to be white labeled for all four brands, from there I moved to nailing down the brand look and feel to incorporate into the layout and data design.
Digital Version
While the print piece would be presented to current and potential clients in person, the digital version would be available online through a landing page; therefore it had to be readable on screen. Its purpose would be to provide useful content to promote status as thought leaders and an important resource provider.
Social Promotion
Google ads, National ads, and Field ads for Facebook and Twitter were created to promote the content, as well as emails for recruiters of all 4 brands. For the social ad promotion we incorporated some of the most intriguing pieces of data to entice viewers rather than keeping the best information hidden.
Landing Pages & Testing
The landing page went through multiple iterations until finally landing on the current pages. 3 CTAs per page were included to eliminate scrolling and promote action to download. An AB test was performed on two of the pages through a link taking users to one of the pages randomly.
Option A
The first page was a version of our standard webpage headers with a title and a small blurb.
Option B
The second page included one of the data points and accompanying visual. Page B outperformed page A with a 30% increase in conversions.