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

Meet PA Careerlink

PA CareerLink is a state agency providing job matching services to businesses and residents. PA CareerLink has a local office in Lancaster.

The Goals

In the Fall of 2021, LNP Media Group and PA CareerLink teamed up to host a job fair in Lancaster County during a very tight hiring climate. The challenge of getting a considerable number of employers and jobseekers to show up was great—other job fairs in Lancaster that year had attracted fewer than 50 job seekers.

PA CareerLink partnered with LNP Media Group to promote the job fair through a multi-channel campaign including print ads (newspaper, front page wrap, TMC) and digital ads (LancasterOnline and social media).

— 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 2 weeks

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 12 months

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

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 —

LNP Media Group secured two high-impression electronic billboards for two weeks leading up to the job fair. Over 1 million impressions were estimated from these billboards.

— Business Impact —

For this successful multi-channel marketing campaign, LNP Media Group provided a dedicated support person who worked collaboratively with PA Career Link in the planning, design, and execution of each component. LNP Media Group reported on results for full transparency into return on investment and key performance indicators (KPIs).

As a result of the successful 2021 Job Fair, LNP Media Group and CareerLink went on to host 2 job fairs in 2022 (Spring and Fall). Contact us online or give us a call at 717-291-8611 to learn how we can sell out your events too.

CONTACT US »