ACLD

Event Marketing

SITUATION

Adults and Children with Learning and Developmental Disabilities, Inc. (ACLD), a not-for-profit organization, had experienced difficulty with filling a wide range of positions. They needed to hire individuals for health care, social services, and even driver positions. Since they had scheduled an open house to meet this objective, they requested our services to effectively advertise the event.

STRATEGY/SOLUTION

In the past, our client had utilized another agency that had not yielded the success they anticipated. We reviewed past ads placed in the health care section of “Newsday,” and found that many positions did not require a health care background. We then performed an extensive assessment in order to present cost-effective measures that would ensure candidate response. We recommended a multi-media campaign that reinforced their employer brand with an attractive display, ads, and a uniform headline announcing: “Reach Beyond…Boundaries.”

We developed a 1/4 page ad to be featured in the career opportunities section of “Newsday.” By appearing in the first pages of the classifieds, it guaranteed excellent exposure and allowed our headline to seize the attention of possible candidates. Cross references were also strategically placed. In order to attract a diverse pool of applicants, we also placed the ad in the largest Spanish publication in the area, “HOY!.” We proposed the use of radio spots as an essential element of our “smart media plan.” Research was performed to find our target market, and four stations were selected to target a diverse group of individuals with and without a college education. We secured sixty-second rotating spots, and produced a script that focused on our “Newsday” ad, the date and time of the open house, and provided our client's contact information.

THE RESULT

ACLD was finally able to experience success as it was projected. With a budget of only $10,000, they received 138 calls and 50 resumes. Eighty candidates attended the open house, and 10 hires were made. With a costper- hire of $1,000, and a valuable pool of qualified candidates, the results were simply magnificent!