Work EastRen – Digital Campaign
Work EastRen are the employability team at East Renfrewshire Council. They run employment-based training programmes for eligible people living in the local area, which are part funded by the European Social Fund. The vocational programmes are demand-based and in this example an employer was seeking a partner to recruit, select and train a high number of suitable candidates in SIA Door Steward/ Security certified licenses, and get them ready for interview.
The turnaround for RPL, as the marketing supplier for the ESF funded programmes, was to ensure that a mandatory information session that led to the allocation of placements onto the training programme was fully booked with a 10 days turnaround from brief to event.
The team weighted the campaign towards digital channels to allow us to quickly arrange placements of advertising and accurately assess their effectiveness and to continue to build our understanding of which digital promotional placements worked best for their target audience. We created a range of digital graphics including MPU’s, billboards, Facebook and Twitter posts. We added unique campaign URL’s to each placement, including organic and paid for social media promotions on Work EastRen’s digital sites, the sites of our partners, plus a range of adverts on third party web and social sites.
The short, highly targeted campaign acquired 300 visits to the landing page, with 75% new users compared to an average of 42% and converted 50 direct booking enquires. We were also able to compare digital advertising formats and identified a clear winner in converting clicks through to the landing page, which will be built into the next campaign.