Learn how LNP Media Group delivers website traffic and qualified job applicants!
With LNP Media Group as their marketing agency, Landis Communities achieved their goals to increase website traffic and leads, and fill open job positions.
90%
Increase in overall site traffic over 12 months
40
New hires in November 2021 alone
— Digital Marketing Strategies —
Display
For the recruitment display campaign, LNP Media Group developed a 4-tier targeting strategy:
- Geography – 25-mile radius of Landis Communities’ main facility, located at Landis Homes Retirement Community.
- Interests – Healthcare and job seeking
- Demographics – Age, education and income.
- Current job title – RNs, LPNs, CNAs.
The results were impressive; people who saw these ads were 24 times more likely to visit Landis Communities’ careers site than an unexposed audience. Campaign KPIs were:
Results for 12 months
1,204,393
Impressions
1,580
Clicks to Website (Leads)
.13%
Click-Through-Rate (CTR)
12,906
Engagements (1.97%)
2,552
Visits (0.21%)
This campaign’s CTR was 32% higher than national average of 0.08% for display. (Source: Marketron)
Geo-fencing
For recruitment, the fences for this campaign were launched in locations throughout the county where a density of healthcare employees were located as well as vocational schools with nursing and/or nursing assistant programs. Grocery stores and high schools were also fenced to reach people interested in starting a healthcare career or to fill open dining positions. Campaign KPIs were:
Results for 12 months
400,580
Impressions
847
Clicks to Website (Leads)
.21%
Click-Through-Rate (CTR)
This campaign’s CTR was an outstanding 62% higher than national average of 0.13% for geo-fencing campaigns (source: Marketron).
Social Media
Landis Communities has seen massive success using Facebook and Instagram to promote job openings for healthcare and non-healthcare positions. LNP Media Group used precision targeting to find people with interests in job fairs, part-time work, full-time work, shift work, job searching, and other job-related interests. Additionally, the custom design of each ad featured real photos of Landis Communities’ employees. Campaign KPIs were:
Results for 12 months
3,327,312
Impressions
118,762
Clicks to Website (Leads)
3.57%
Click-Through-Rate (CTR)
This campaign’s CTR was phenomenal at 660% higher than national average of 0.47% for Facebook recruitment campaigns (source: Wordstream).
— Print Marketing —
LNP is Lancaster County’s daily newspaper with an audience of 123,000 affluent, mature adults. The print campaign for Landis Communities was positioned to attract new customers and touched on all aspects of the business: premier residential communities, a restaurant open to the public, and at-home care.
On The Screen
This weekly guide to TV and streaming content is a reader favorite and has a long shelf life.
Balance
Ads in in this quarterly glossy lifestyle magazine promoted Landis Communities’ premier elder housing, such as Steeple View Lofts for high-end downtown living.
Community Special Sections
Ads in Senior Living, Nurses Week, Readers’ Choice, and Progress associated Landis Communities’ brand with trusted local news content.
Lititz Record & Ephrata Review
These weekly community newspapers have Healthy Living sections which allowed Landis Communities’ brand to be paired with relevant local healthcare content.
— Video Marketing —
— Business Impact —
