The "Best teacher" - Recruitment Campaign for School of Education
Story by DP Press Team
|
4 min read
Together with the School of Education, we have prepared a recruitment campaign for another academic year. We are promoting practical postgraduate studies. The graduates of the school are well prepared to start working as teachers, and the diploma from Warsaw University gives them a competitive edge in the job market.
The whole recruitment campaign revolved around three landing pages. They were designed to rivet the attention of each group being the target of the campaign. These landing pages were designed to display the most important virtues of the studies in a simple and accessible graphical form. The pages are fully responsive and tested on many devices and operating systems.
The first step in the recruitment process is downloading an ebook created by us from the page. It contains answers to the questions that may be asked by the candidates. A well-informed candidate will be more likely to take the decision to enroll, hence we have spent a lot of time and work on the ebook, its form, and content.
4 Campaigns – 13 Packages – 37 Ads
Traffic on the page is generated by Facebook Ads and AdWords. At the very beginning, based on previous years’ statistics, we identified our target groups which were three main groups that have then been broken down into smaller ones. We have created a few versions of advertisements for each of those groups.
Not only did we target our advertisements on the basis of standard interests but we also used geotargeting – thanks to being well-prepared, we know where to look for our target groups.
Thanks to installing Pixel FB on Our websites we are getting accurate data, and we know which advertisements bring the best conversion results. Such knowledge lets us adjust budgets, and even exclude those advertisements which turned out to be less effective. Pixel allows us for the implementation of the next step – remarketing.
Reaching the interested person again may prove to be the ultimate incentive to encourage potential candidates to start studying at the promoted postgraduate studies.
AdGrants
AdGrants has been passed on to our disposal. Due to the uniqueness of the budget and its limitations, it was important to use available targeting to the maximum. The campaign is being optimized according to Google's strategy for AdGrants Alpha – Beta – Gamma which aims to maximize traffic to the target page and identify keywords of high effectiveness (conversion), as well as high CTR and quality results. Our focus is on selecting keywords that have a CTR higher than 5%.
Promotional video
How can we rivet attention, spend little time, and include valuable information? In our view the answer is simple – a video! We have created an engaging animation, where within just 42 seconds the viewers can learn about the most important merits of the promoted postgraduate studies through visually appealing and captivating content.
By downloading our ebook, the potential candidate subscribes to our newsletter. We have designed four emails sent in weekly intervals, each containing a different, non-invasive message. The emails are sent as reminders of the upcoming recruitment dates.
All these elements make up a coherent recruitment campaign. Thanks to attention to detail and implementation in accordance with the schedule we are anticipating good conversion rates. The results incoming after the first few weeks of the campaign are satisfactory to us and the client.
Visit the campaign website (Polish language)
Client: Szkoła Edukacji
Agency: Direktpoint
