Solutions That Drive Results
Effective Market Research Drives an Emotionally-Engaging Campaign that Exceeded Expectations
PLEA Community Services Society of BC delivers community-based social, health, educational, vocational and justice services to children, youth, families and adults who face significant challenges and barriers. They use personally tailored strategies in non-institutional settings to assist individuals to live their lives as successfully, independently and safely as possible in their own communities.
The organization approached us with an urgent need to attract caregivers who could offer youth-in-need foster homes. Their current, and dated method of attracting potential leads through newspaper ads was failing. This meant the agency’s capacity to provide homes to youth in need, was not increasing in line with the high demand for its services. In addition, they were struggling to fill respite job openings with qualified workers. The end goal was 70 new leads per month, with a significant reduction in cost per lead. This project was one of the biggest items on the agency’s risk register. It was key to the agency’s success.
PROBLEMS & CHALLENGES:
An urgent need to find family caregivers and fulfill the organization’s mission
Failure of current advertising and lead-generation strategies
An outdated and ineffective sales funnel
A greater level of sensitivity in communication style
A lack of effective marketing and communication tools
A lack of effective metrics tracking
Low brand awareness
Brand awareness, marketing & recruitment Strategy Development
Target audience profile and engagement strategy
Integrated campaign development
12 month campaign execution
Advertisement series design and creation
Social media campaign
Lead generation strategies
“Big Bold Brand has taken what has been an incredibly difficult task for the agency – explaining the vital role our families play in the life of the youth we serve – and boiled it down to its most simplistic, compelling elements – that our families have enough room, time and love for one more. This campaign will run and run giving us great value for money.”
Approach & Solution:
Our work with PLEA launched with a series of interviews with existing Caregivers to form a clear understanding of what’s important to them, and how they originally found out about this unique employment opportunity. We needed to find out more about them as people: their backgrounds, motivations and how they originally connected to PLEA. This market research allowed up to be a very targeted audience profile, which was critical for executing a successful campaign to attract ideal caregivers and respite workers.
In addition, the research revealed that PLEA’s brand awareness was low, and that potential caregivers needed more and repeated exposure to the organization and its job postings. Knowing this, we set out to build a multi-pronged brand awareness and recruitment campaign.
We enlisted the help of PLEA’s management team and key stakeholders to determine where the best possible lead sources were for new caregivers. We then facilitated a half day working session to brainstorm and build out possible strategies and tactics to reach them, aimed at creating grassroots connections and relationships in areas where possible be found.
The final and most important piece of this project was the creation of a heartfelt and engaging series of advertisements that were designed to be simple, impactful and generate an emotional response.
The campaign was launched first on social media, and PLEA continued to roll out the campaign over the next twelve month. As an evergreen campaign, it continued to rollout across multi-media and grassroots channels, building in-roads and relationships into community groups, and organizations who can help PLEA recruit for this position.
The social media component of the campaign boosted brand and organization awareness
Cost per lead was greatly reduced
Inbound leads doubled in the first few months of the campaign
Leads per month consistently exceeded the goal by 25%
Increased brand awareness and effective marketing materials increased the recruitment team’s ability to hire and onboard new caregivers and respite workers
A redesigned recruitment funnel reduced the time it took to engage and hire new caregivers and respite workers
ROI was increased and costs reduced as the campaign was proven to be evergreen through repeat testing