Proud to Care campaign May 2016

Overview Aim - To attract people to apply for roles as care and support workers across Devon. Used a multi-channel digital advertising campaign to reach a diverse audience: Google search Google display YouTube video pre-roll Facebook Twitter Radio For all digital advertising, we were able to track users through to a specific action: clicking the apply button on the carecareersdevon.org.uk website. Campaign ran from 17th November 2015 to 31 March 2016.

Summary Overall: positive response to the campaign. A successful mix of building awareness and driving traffic to the campaign site to encourage applications. Total responses: Video views10,976 Clicks to website5,653 Apply clicks 622 Results will help us understand what activity has been the most effective, so that we can better target future activity.

Google advertising Two approaches: google search advertising (PPC) and display advertising. Search advertising drove higher engagement with the website: Higher click-through rate (CTR) Users are spending longer on the site (Avg. session duration) Higher conversion rate. All of this indicates that search advertising was the most effective approach. The display advertising is not as effective at driving a direct response but the banners were seen by almost 45,000 people helping to build brand awareness. Average CTR across all industries: Search 1.91%, Display 0.35% Average CTR across all industries: Search 2.70%, Display 0.89% CampaignImpressionsClicksCTRAvg. session duration Conversion rate Search137,5451, % % Display44, %051.75%

Search advertising Example

Display advertising Example of animated display advertising

Display advertising Example of animated display advertising

You Tube pre-roll advert Aim - raise awareness amongst the target demographics. A positive impact generating a total of 10,976 video views. A video view is only counted once 30 seconds of a video has been watched. All of the above videos are only 30 seconds long so the video views count as a whole video being watched. VideoAge targeting ImpressionsViewsView rate Maggie34+42,3947, % Joanna18-343, % Saskia18-349,0992, % Tom34+8,0571, %

You Tube pre roll advert Example of You Tube advertising

Facebook advertising Facebook advertising generated: 3,010 clicks to the website 170 resulted in apply clicks Remarketing has had the greatest impact, despite a smaller audience / no. of impressions. This is we are targeting “warm” leads who have already visited the site. Average CTR: 0.04%-0.05% Ad Targeting ImpressionsClicksCTRAvg. session duration Apply clicks (conversions) , %4737 Parents340,4041, %4476 Remarketing (Joanna) 62, % , %5624

Facebook advertising Example of Facebook advertising

Twitter advertising Twitter ads generated a total of: 514 clicks to the website of which 86 resulted in apply clicks 78 re-tweets 6 replies An additional 28 followers ClicksImpressionsCTRRe-tweetsFollowsApply clicks (conversions) , %782886

Twitter advertising Example of Twitter advertising

Radio advertising Aim: raise awareness of the roles throughout Devon generate immediate responses, via text response The text response generated the following results: 11/01/2016 – 31/01/2016 – 12 texts 01/02/2016 – 29/02/2016 – 21 texts

Summary – digital Google Search advertising – This has proven to be the most cost effective means of generating apply clicks. YouTube – Over 10,000 views of the videos by the target demographic has been effective at raising awareness but not in generating traffic. Facebook has been excellent for remarketing activity and for certain demographics although the audience was the worst performer. Twitter has proved to be more expensive but the apply rate is high with almost 17% of the clicks resulting in a job search.

Other activity Other non measurable activity: Outdoor advertising Image sourcing Social / digital development Local press advertising Apprenticeship supplement Display material

Outdoor advertising Three supermarket sites and 17 kiosk sites across Devon including: Barnstaple Exeter Exmouth Kingsbridge Newton Abbot Tavistock Totnes

Image sourcing To represent: Community-based personal care A care home setting and disability

Social / digital Development of a new website - carecareersdevon.org.uk proudtocaredevon.org.uk

Social / digital Development of social media sites: Facebook – Proud to Care Devon Twitter

Local press adverts New case study. Insert date - w/c 22 February Half page editorial plus one online listing. Publications: Western Morning News Express & Echo Mid Devon Gazette North Devon Journal

Apprenticeship supplement Insert date 28 January Aligned activity with Express and Echo apprenticeship supplement in careers in health and social care. Co-ordinated by Devon County Council’s Economy and Enterprise Team.

Display material

Recommendations Based on the results, we would recommend focusing on the following: Continued optimisation of Google Search advertising – this has proven to be a cost effective means of generating apply clicks. YouTube – continue raising awareness of the roles. Facebook – Increase and diversify remarketing efforts and continue to generate new website clicks with an emphasis on the Parents and demographics. Plus: New case studies and photographs Review and update website content to reflect community-based personal care and care home jobs Website refresh Finally, the unmeasurable – the feel good factor