Firstly, our team undertook an in-depth competitive analysis and marketing research to identify opportunities and advantages. From here we created a strategy proposal where we pinpointed the overarching approach for the campaign.
Following this, we conducted a kick-off meeting with Mercy Services that identified the key target audience, tone of voice and messaging. Throughout this kick-off meeting we recognised the need to communicate Mercy Services’ level of quality care, the support they offer during training and the benefit of job security participants receive. These messages would be communicated to the main targeted audiences being empty nesters and new graduate students.
To successfully communicate this to our audience we recognised the need for video assets. Through a persona exercise, we also identified that social media, specifically Facebook, would be the most effective channel to distribute our campaign. Because this campaign was only during certain periods of the year and not ‘always on’, and the industry Mercy Services operates in is competitive for new staff we ruled out the need for SEO.
The next step was producing the creative concept and overall direction for media production. This included identifying the key messages we needed to communicate, a creative storyboard and pre-production. Following this, we completed a full day of video production and post-production where he had multiple rounds of feedback with Mercy Services before the final round of video edits and completion of assets.
While our assets were being finalised, we began to optimise the Mercy Services’ website and landing pages for the campaign. This ensured that users coming from the ads to the website were able to easily find information about the CCA Training program.
The first creative distribution was 3 x 30-second videos that were talking head videos specifically speaking to each target audience. These videos communicate why Mercy Services is the best through employee testimonials.
The second creative was a remarketing campaign for the users that engaged with the first campaign. It featured the Mercy Services’ people and culture officer explaining what the course is going to give you and what’s involved.
The final video we utilised was the hero video which was 2-3 minutes and featured on the website. This asset is all-encompassing, it includes all the details of the course, what it is, what the benefits are, and how to get involved. It also provided a little insight about Mercy services, their ethos and what a career in care means. It featured other employees, trainees and senior management.
Throughout the implementation and optimisation of this campaign, our digital marketing team also undertook local SEO services for Mercy Services’ community transport. This involved optimising their Google My Business listing, optimising their website and ensuring Mercy Services Community Transport is appearing on all the relevant search directories.
Throughout the duration of the campaign, we had a strong focus on optimising the ads by updating the ad copy to be timely and relevant and expanding the target audiences to make the most of the budget and avoid full creative fatigue.
