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

ThirtyThree January 2016 OVERVIEW Aim: a multi-channel advertising campaign to attract people to apply for roles as personal care workers across Devon. In order to reach a diverse audience, we have been using the following channels:  Google advertising – search and display  YouTube video pre-roll advertising  Facebook advertising  Radio advertising  Social media development  Image sourcing

ThirtyThree January 2016 EXECUTIVE SUMMARY Overall: positive response to the campaign. The digital advertising has been a successful mix of building awareness and driving traffic to the campaign site to encourage applications. This results will help us understand what activity has been the most effective, so that we can better target future activity. Combined, the overall performance is as follows:  6,536 video views  2,140 clicks to the website  236 apply clicks

ThirtyThree January 2016 GOOGLE PAY PER CLICK ADVERTISING 2 approaches: search and display advertising. Campaign from 1 November 2015 (search), 12 December 2015 (display) - ongoing. 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 January 2016 YOUTUBE PRE-ROLL ADVERTISING Aim: raise awareness amongst the target audience. Campaign from 1 November 2015 – ongoing A total of 6,536 video views.  All of the videos are performing well in terms of view rate  Maggie, Saskia and Tom videos are driving the highest levels of engagement on YouTube.

ThirtyThree January 2016 FACEBOOK ADVERTISING Campaign from 15 December 2015 – ongoing.  1,155 clicks to the website  60 resulted in apply clicks Remarketing has had the greatest impact. This is because we are targeting “warm” leads who have already visited the site. Although targeting the demographic has resulted in fewer apply clicks, remarketing to this audience has driven the highest click-through rate and resulted in a high number of apply clicks.

ThirtyThree January 2016 TEXT RESPONSE RADIO ADVERTISING Aim: raise awareness of the roles throughout Devon and generate immediate responses, via text response. Results so far:  16 November 2015 – 29 November 2015 – 20 texts  11 January 2016 – ongoing – 6 texts so far

ThirtyThree January 2016 SOCIAL MEDIA DEVELOPMENT Set up Proud to Care social media platforms:  Facebook – Proud to Care Devon  Twitter  Social media strategy

ThirtyThree January 2016 IMAGE SOURCING

ThirtyThree January 2016 NEXT PHASE Extending the campaign until the end of March 2016 Aim: a multi-channel campaign to attract people to apply for roles as personal and care home workers across Devon. Activity:  Google advertising – search and display  YouTube video pre-roll advertising  Facebook advertising  Twitter advertising NEW  Radio advertising  Local press advertising / supplements NEW  Outdoor advertising NEW  Image sourcing

ThirtyThree January 2016 GOOGLE PAY PER CLICK ADVERTISING  Target a wider demographic in a wider area  Focus on Google Search advertising – this has proven to be a cost effective means of generating apply clicks.

ThirtyThree January 2016 YOUTUBE PRE-ROLL ADVERTISING  Target a wider demographic in a wider area  Focus on the Maggie, Saskia and Tom’s videos to continue raising awareness of the roles.

ThirtyThree January 2016 FACEBOOK ADVERTISING  Target a wider demographic in a wider area  Increase our remarketing efforts with an emphasis on the parents and demographics.

ThirtyThree January 2016 TEXT RESPONSE RADIO ADVERTISING A new radio script February 2016 and March 2016  Sfx: washing machine door being closed. FVO = Older person. MVO = Younger person.  FVO: Thanks for your help Tom. Never thought I’d be so pleased to be doing my laundry again!  MVO: You’re doing really well.  FVO: With my vision as it is, your support really helps me to do more for myself.  MVO: It’s a pleasure! I didn’t think I’d be qualified for this role, but I’ve had so much support.  And after years of working in shops and pubs, I love having a job that makes a real difference to people’s lives.  Anncr: Tom feels proud to care. You could too. Find out about working as a Care and Support Worker in Devon. Text ‘PROUD’ to six oh three hundred.

ThirtyThree January 2016 NEW ACTIVITY  Twitter advertising – we will closely monitor  Local press advertising / supplements – ½ page editorial in WMN, E&E, Mid Devon Gazette and NDJ, 1 week in February  Outdoor advertising – supermarket sites and kiosks – w/c 1 February and w/c 29 February, running for 4 weeks  Image sourcing

ThirtyThree January 2016 SUPPLEMENT EXAMPLE

ThirtyThree January 2016 IMAGE SOURCING