Blackpool Transport
Paid Media - Recruitment
Promote and drive traffic to the recruitment opportunities with Blackpool Transport enticing PCV driver to apply through a paid media driver recruitment campaign.
Overview
Livefrom January - April 2024. Increase the number of applicants within the catchment area across Radio, Adwords and Meta. With the objective to:
▪ have 100 applications during the campaign period
▪ Taking 40 interview
▪ Hire 20 drivers (Segmentation (increase of5/6% in both younger and female applications would see a driver uplift of 20.)
Challenge
There were a few challenges to the brief:
▪ Various audiences to consider: PCV holders, younger trainees, female drivers
▪ Geo-targeting - Blackpool and Preston areas only
▪ Video and photoshoot required for the content
▪ Radio budget £6k
▪ Media budget 10k
This can create a lower audience catchment as limited to a specific area and stretch budgets.
Result
Working with Bauer media we efficiently held a content shoot and built the radio storyboard around the theme of the bus driver meeting people on their work journey.
Results:
▪ 372,942 impressions
▪ 5,873 clicks
▪ PPC avg CTR 15.26%
▪ 29 Recruits
Contact
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KVK Number: 93649924
VAT: 633404056B01