ThirtyThree October 2013 DEVON COUNTY COUNCIL CARE WORKERS CAMPAIGN – MANAGEMENT INFORMATION MARCH 2016

ThirtyThree March 2016 OVERVIEW A multi-channel advertising campaign to attract people to apply for roles as care and support workers across Devon. To reach a diverse audience, we have been using the following channels:  Google search advertising  Google display advertising  YouTube video pre-roll advertising  Facebook advertising  Radio advertising  Twitter  Outdoor advertising This is phase 2 and covers 15 January – 1 March N.B This is an interim campaign report.

ThirtyThree March 2016 GOOGLE PAY PER CLICK ADVERTISING 2 approaches: search advertising and display advertising. Campaign from 15 January – 1 March Search advertising is driving higher engagement: Higher click-through rate Users are spending longer on the site Higher conversion rate All of this indicates that, for this campaign, search advertising is the most effective approach.

ThirtyThree March 2016 GOOGLE SEARCH ADVERTISING Example of search advertising.

ThirtyThree March 2016 GOOGLE DISPLAY ADVERTISING Example of animated display advertising.

ThirtyThree March 2016 GOOGLE DISPLAY ADVERTISING Example of animated display advertising

ThirtyThree March 2016 YOUTUBE PRE-ROLL ADVERTISING Aim: raise awareness amongst the target audience. Campaign from 15 January – 1 March A total of 2,388 video views.

ThirtyThree March 2016 FACEBOOK ADVERTISING Campaign from 15 January – 1 March clicks to the website 54 resulted in apply clicks Remarketing has had the greatest impact. This is because with are targeting “warm” leads who have already visited the site.

ThirtyThree March 2016 TEXT RESPONSE RADIO ADVERTISING Aim: raise awareness of the roles throughout Devon and generate immediate responses, via text response. Results so far:  11/01/2016 – 31/01/2016 – 12 texts  01/02/2016 – 29/02/2016 – 21 texts

ThirtyThree March 2016 TWITTER PROMOTION Campaign from 15 January – 1 March Twitter Ads have generated 295 clicks to the website. The tweets received 67 re-tweets, 4 replies and generated an additional 23 followers.

ThirtyThree March 2016 OUTDOOR ADVERTISING Campaign from 29 February – 27 March Three supermarket sites and 17 kiosk sites across Devon including:  Barnstaple  Exeter  Exmouth  Kingsbridge  Newton Abbot  Tavistock  Totnes

ThirtyThree March 2016 IMAGE SOURCING

ThirtyThree March 2016 SOCIAL / DIGITAL DEVELOPMENT

ThirtyThree March 2016 SOCIAL / DIGITAL DEVELOPMENT

ThirtyThree March 2016 LOCAL PRESS ADVERTISING (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

ThirtyThree March 2016 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.

ThirtyThree March 2016 DISPLAY MATERIAL

ThirtyThree March 2016 SUMMARY AND RECOMMENDATIONS Based on the results we have seen so far, we would recommend focusing on the following areas:  Continued optimisation of Google Search advertising – this has proven to be a cost effective means of generating apply clicks.  YouTube – Focus on the Maggie and Tom videos to continue raising awareness of the roles.  Facebook – We should look to increase and diversify our remarketing efforts and continue to generate new website clicks with an emphasis on the Parents and demographics.