The Challenge
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.
The Solution
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.
Amazing Result
First Party Data
We made use of first-party data, such as HealthSectorJobs’ email database of previous registrants and attendees, to engage clients.
Known User Behaviour
We also used cookie data alongside unique login data to target people based on known behaviour across devices, without data loss.
Best use of Budget
This allowed for message consistency, and helped us to allocate our budget optimally as we were able to control frequency.