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.