Selling out an event
PA CareerLink partnered with LNP Media Group to promote their job fair through a multi-channel campaign including print and digital. The result? A sold out job fair!
355
Qualified job seekers attended the job fair which made it the biggest and most successful job fair of the year.
81
Employers attended the fair to interview and hire candidates
— Digital Marketing Strategies —
SOCIAL MEDIA
The Facebook/Instagram campaign was targeted to reach job seekers in the area. The campaign was highly successful:
Results for the 2 weeks of the campaign:
71,495
Impressions
25,019
Potential job seekers saw these ads
2,891
Clicks to event signup page
4%
Click-through-rate (CTR)
172
Event responses
55
Post shares
28
Post comments
106
Post reactions
This campaign’s CTR was 344% higher than the national average of 0.9% (Source: Wordstream).
LancasterOnline.com
LancasterOnline.com is the #1 news website in Lancaster County, publishing trusted news content that is read by a regional audience of over 1 million users per month. Ads for the job fair ran for the first two weeks of September in multiple formats: reveals (large, top of page ads), sticky anchors (leaderboards at bottom of page), and run-of-site.
Results for the 2 weeks of the campaign:
1,193,793
Impressions
1,281
Clicks to website (leads)
.11%
Click-through-rate (CTR)
This campaign’s CTR was 37.5% above the national average of 0.08% (Source: Marketron).
— Print Marketing —
LNP is Lancaster County’s daily newspaper, with an audience of 123,000 affluent, mature adults. LNP publishes many special sections and magazines for diverse interest groups. The print strategy for PA Career Link’s job fair focused on using the highest-impact ad positions to ensure maximum awareness.
Pocket is a TMC (total market coverage) printed jacket for coupons and discount flyers. Pocket is mailed every week to 110,000 households in Lancaster County who do not subscribe to LNP, thus giving advertisers the ability to reach every household in the county through a combination of ads in LNP plus ads in Pocket.
Skybox
This premium ad position is in the top right corner of LNP, above the fold.
Front Page Wrap
This is a full wrapper of the newspaper, custom designed and printed for PA Career Link. The wrapper promoted the date of the event, the giveaways, and the participating employers. The wrapper also provided dedicated ad space for companies who wanted to promote the specific positions they were hiring for.
Front Page Banner
This premium ad position is on the bottom of the front page.
— Outdoor Marketing —
— Business Impact —
