Sing! Case Study comparing year on year Campaign Performance for Health Sector Jobs Birmingham Recruitment Event
Case study: HealthSectorJobs (Birmingham 2017)
The goal of the Birmingham 2017 campaign was to attract quality relevant attendees to the Healthcare Job Fair and in the process ensure a positive and productive experience for exhibitors. This case study explains our methodology and approach to the campaign.
HealthSectorJobs is the largest organiser of recruitment events for the health and social care sector in the UK and Ireland. The goal of this campaign was to attract quality attendees to HealthSectorJobs’ Healthcare Job Fair via a free online ticketing system. The main challenge associated with the campaign was targeting a niche audience (namely, qualified individuals in the healthcare sector, such as registered nurses and doctors). The key metrics for this campaign were the number of registrations, cost per registration and cost per attendee.
Sing! developed a number of different marketing tactics to ensure that the campaign would be a success, and that the right audience would be reached through multiple digital platforms. As we are a performance-based company, our goal was to improve upon the CPA that we delivered last year. We designed a cross-platform campaign, aiming to engage healthcare workers using a variety of different media: display campaigns, social media and AdWords, using UTM tracking to link registrations to the source of traffic. We established goals in Google Analytics to understand performance at an activity level, and operated a fluid budgeting approach with performing activities receiving more budget. The campaign ran from September 10th through to September 20th.
Strategy and Tactics
This campaign was modelled on a similar campaign we ran on behalf of HealthSectorJobs in 2016. Using the information we’d learnt from the previous campaign and the various tools at our disposal, we succeeded in more than doubling the conversion rate of the previous campaign.
We optimized daily, varying ad copies, extensions, URLs, keywords, site links and calls-to-action in order to find the best-performing combinations. The campaign objectives were twofold: deliver a high number of registrations at the lowest possible cost per registration possible, and in so doing deliver a higher return on ad spend. To make this possible, the campaign was built to aggressively bid on high-converting keywords at the lowest CPC possible.
Programmatic and Social:
We used hyper-targeted campaigns to ensure our budget was spent in the most precisely targeted way possible. We made use of first-party data, such as HealthSectorJobs’ email database of previous registrants and attendees, which helped us re-engage with candidates who were most likely to attend the event. We also used cookie data alongside unique login data to target people based on known behaviour across devices, without data loss. This allowed for message consistency, and helped us to allocate our budget optimally as we were able to control frequency.
- A 77% reduction in the cost per registration
- A doubling in the number of daily registrations
- 12% improvement in CPM over the previous year
“Sing! are not just a supplier, but a valued partner of HealthSectorJobs. We have been on a journey together over the past two years working to make our campaigns more effective and to deliver for our exhibitors. Sing! are a fantastic team to work with as they really understand our business and together we have pushed the boundaries of digital advertising in our industry. Sing! helped us move beyond our fears of digital advertising and we have never looked back.“
Stephen McLarnon, Chief Executive, HealthSectorJobs