Working with the Markstein team for the Good Jobs Birmingham Healthcare Initiative was such a rewarding experience. From the onset, it was evident that Markstein knew how to penetrate the workforce development space through their unparalleled marketing strategies. Through the implementation of data backed campaigns, we reached over 10 million impressions, attracted over 31K users, and generated over 50K page views... in less than a year. This was impressive and gave us the market reach we needed to serve historically distressed communities better and more holistically. On top of their work ethic, the team is innovative, creative, responsive, detail oriented, easy to work with, and always smiling, which made the meetings enjoyable. In any future initiative where we need marketing support, I would choose the Markstein team over and over and over again.
— Dr. Olivia J. Cook
Challenge
Healthcare careers offer pathways to economic mobility, but marginalized communities often lack access to the resources, training, and guidance needed to pursue them. Led by the City of Birmingham, Good Jobs Birmingham set out to change that, connecting job seekers with high-quality, in-demand healthcare careers through comprehensive training, wrap-around services, and mentorship. The City of Birmingham partnered with Markstein and Rebirth Marketing Consulting to develop and execute a comprehensive strategy that would reach the right people, meet them where they were, and guide them toward sustainable careers in healthcare.
Solution
We built a data-driven approach centered on understanding the job seeker journey. We developed detailed personas and mapped candidate pathways to ensure messaging resonated at every touchpoint. The centerpiece was an interactive career pathway quiz embedded in the website, which matched job seekers with the partner organization best suited to their needs and goals. This personalized approach removed barriers and created clear next steps for each individual. A robust branding strategy and targeted media placements amplified reach across the Birmingham region, with a particular focus on empowering women and Black individuals to access high-quality healthcare occupations. Every element, from messaging to visual identity to digital engagement, was designed to build trust and inspire action.
Results
In less than one year, Good Jobs Birmingham transformed from concept to measurable impact:
- 10 million impressions across paid and earned media
- 35,000 website users engaging with career resources
- 56,000 page views demonstrating sustained interest
- 4,300 leads connected to training programs
- 1,800 Career Roadmap submissions showing real commitment to career pathways
More importantly, the initiative created tangible pathways to economic mobility for residents in historically distressed communities, proving that strategic communications, paired with the right tools and partnerships, can drive meaningful change in workforce development.
