Case Studies

An integrated campaign to promote jobs in the Territory

Client

ISACNT

Services
Web Design and Development
Online Advertising
Social Media
Email Marketing / CRM
A digital partnership makes it easier for Captovate to integrate into an organisation’s planning process identifying ways in which digital campaigns can play a part.
The Client

Captovate has an ongoing marketing consultation relationship with the Industry Skills Advisory Council (ISACNT). 2017 was their first year of business, merging together 15 individual advisory councils into one large organisation. ISACNT needed support in building a brand, as well as communicating the outcomes of the many and varied micro projects relevant to over 100 different industries. We have since developed a number of targeted campaign materials, as well as ad hoc collateral for specific audiences and outcomes.

 

The Brief

During one of our regular digital marketing catch-ups the client discussed an upcoming project regarding promoting jobs in the Northern Territory. The client had TV advertising in mind, and was looking to produce short videos exploring the value of working within industries like childcare, aged care and mental health.

We pitched a digital strategic approach. Which included developing a campaign website jobsinthent.com.au, sponsored promotions via their LinkedIn networks, YouTube marketing and targeted enewsletter marketing. The campaign has also influenced the organisation’s website www.isacnt.org.au. Resulting in the referral site and targeted keywords  improving their search engine optimisation ranking around the broad search terms such as jobs in the NT.

 

Each industry featured its own web page, and feature video on YouTube. This helps with the promotion of the campaign, but also the industries themselves. Which is the core aim of the project.

The campaign connected the audience to the characters and their stories, and took them on a pathway to discovering what training was available to them and links to possible job opportunities.

This project is a perfect example of the value of building relationships with the client, and touching base with them on a regular basis. What started as a TV Ad, resulted in a highly effective integrated digital marketing campaign. A review of the analytics saw referral traffic primarily coming from the digital sources.

Karen Hawkes, Digital Strategist, Captovate

%

increase in referral traffic to organisation’s website

%

open rate on the enewsletter

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