Leading Care Home Services Provider
77% uplift of applications
Challenge
Care workers have now been added to the UK’s Shortage Occupation List (SOL) and as a result one of the top 3 Care Home providers who operate over 300 care homes throughout the UK, specialising in dementia, nursing, residential and specialist care for elderly people asked TMH Outdoor to plan a recruitment advertising campaign.
This campaign needed to reach 16 areas across the UK throughout one month.
Action
TMH Outdoor planned a campaign using many different formats against a medium weight budget, including outdoor, radio and digital.
The campaign was complex because of the 16
different postcodes that needed to be targeted
and TMH worked with the client to ensure their
creative message was concise and transparent.
Through our clever media buys we used bus
rears, sides and interiors and bus shelters. Along
with local radio and app banner ads, which
allowed us to geo target 16 different postcodes,
ultimately to reach potential care workers.
Results
The campaign was hugely successful. Using digital app banner ads to support the outdoor channels and radio achieved a fantastic 77% uplift of applications, resulting in 30% job offers.
These results exceeded the expectations of the national care home provider and have since asked TMH Outdoor to support them in Phase 2 of their recruitment campaign, targeting another 15 more areas and also to plan and buy their advertising for their ‘occupancy’ campaign later in the year.