Oklahoma Human Services Child Care Professionals Recruitment
Integrated Marketing Campaign Case Study
CLIENT SITUATION
Oklahoma Human Services asked Candor to help recruit more child care professionals and promote a $1,000 employment incentive. To drive awareness and encourage applications, Candor developed an integrated marketing campaign called “Care for Kids.”
PLANNING & EXECUTION
A core component of the campaign was video. We filmed several rounds of videos over a year to ensure content was always fresh and engaging. Every round of filming was heavily informed by the success of previous content. For example, messaging about a child care professional’s impact resonated best with audiences, so we continued down this path.
To reach as many people as possible, Candor strategically developed the following tactics:
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Digital advertising via Facebook, Instagram, Snapchat, YouTube, Google Search, connected TV and Spotify
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Traditional paid media via cable TV, radio and out-of-home
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Earned media
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Influencer marketing
RESULTS
The campaign launched in July 2022 and ran through August 2023. Results:
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120+ million impressions
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22+ million video views
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3+ million reach
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360,000+ clicks
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320,000+ landing page views with nearly 23,000+ exits to the job site
