Using Social Media to Expand Awareness of the EmployABILITY Business Grant

Opportunity
The California Department of Rehabilitation (DOR) tasked us with creating fresh, eye-catching, and informative social media posts featuring the EmployABILITY Business Grant and its recipients.

Our Approach
While the EmployABILITY Business Grant’s audience was California small businesses, the additional recipient campaign had a much wider audience – the California public. For the first half of our social media campaign, we created social media graphics and captions that featured key benefits of the grant, along with the business benefits of hiring individuals with disabilities. When DOR began announcing grant recipients, we adapted our strategy to showcase how small businesses were growing with grant funds and new hires with disabilities. Throughout both sections of the campaign, we brought new elements to DOR’s existing brand to make these posts stand out while maintaining their connection to DOR and prioritizing accessibility for all audiences. There have been more than 250 grant applications and 600 inquires submitted.