The Challenge

At the start of our partnership, Youth Villages voiced that their primary challenges were brand awareness and reaching the right audiences to fill job needs within their organization. Through thorough research and planning, we were able to define the correct audience target and develop their media profile, to better understand how these users were consuming media, and incremental reach opportunities. Once we nailed down our audience segments, we used this information to inform our media channel selection.

The Solution

With the primary goal of reaching users of all ages to recruit  people within the organization to fulfill job openings, we developed a media plan that allocated budget across the most highly-trackable and conversion-oriented channels. The channel breakdown included these conversion channels like SEM, Facebook, and Instagram, branding channels such as Digital Display, Digital Video, Streaming Audio and traditional media including radio, TV, and print. Implementing conversion channels generated leads for job postings, and the combination of branding channels and traditional media increased awareness, impression delivery and overall reach. 

Campaign Results

This 9-month, recruitment initiative started mid-September 2021 and ended in June 2022. The following are the combined tactic results as of June 30, 2022. Throughout the campaign, KPIs trended positively and exceeded our goals. The campaign was very successful in meeting objectives to generate awareness and draw users to the site. We can concretely see and measure these results through the campaign progression and total view-through conversions of 9,927, which in turn speaks to how users in this market have become increasingly familiar with the Youth Villages brand, and are returning back to the site at a later point in time after being served an ad. This campaign solely targeted the Memphis, TN market, where the YV headquarters is located. In addition, we launched additional recruitment campaigns in the following geographies: 6 month statewide in AL, AR, GA, IN, MA, NC, OH, OK, OR, TN, and shorter, program/event-specific initiatives in Knoxville, Nashville, Jackson, Asheville, Douglasville, Johnson City/Morristown, and Raleigh/Durham. These campaigns supported overarching YV objectives to fill job needs across key markets, continue to generate exposure, penetrate the market with brand messaging, and increase inquiries for open positions.