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.
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.
Using the information we’d learnt from the previous campaign we succeeded in more than doubling the conversion rate of the previous campaign.
We optimised daily, varying ad copies, extensions, URLs, keywords, site links and calls-to-action in order to find the best-performing combinations.
We used hyper-targeted campaigns to ensure our budget was spent in the most precisely targeted way possible.
Our first ever campaign using Snapchat was a complete success for the company.