Situation

Best known for Monster.com, the online site for job seekers, Monster also has a huge business in selling proprietary job market data and trends to businesses and government agencies – for example, economic development offices in government and higher education providers both need to know what kind of training is needed, and where it’s needed most.

Goal

Monster wanted to expand its data business. However, a traditional marketing campaign risked confusing audiences about its primary brand.

Solution

Strategic’s “Unleash the Monster” campaign is an under-the-radar sales channel, allowing the Monster team to provide helpful information to federal and state/local/educational clients. The program includes an online community for sharing ideas and successes.

Results

Monster quickly became known as the primary resource for employment-related educational and training issues. The campaign has expanded via a B2G social media portal, as well as the cultivation of user generated content.