AGINCARE

THE CONTEXT: Appointed during COVID-19, the care sector faced steep challenges. Demand for care workers surged, but numbers dwindled. Marketing and recruitment campaigns required innovation and precision to address this crisis effectively.

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MY WORK: I led integrated multimedia campaigns for nationwide Care Home sales drives, but noticed a gap in our strategy where it came to recruitment. I conducted in-depth market research to develop persona and audience segmentation tools, before conceptualising, pitching and finally producing a Sky TV and YouTube ad campaign.

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My data-driven person-first approach built the strategy for cascading elements from one studio advert, optimising ROI and creating a new GDPR-compliant library of evergreen assets. After launch, the advert increased care worker applications by 40% in the first quarter. I then managed the project lifecycle of a new careers website, ensuring seamless UX design and launch execution.

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• Wordpress

• Full suite of Adobe and Microsoft Office

• Producer for live-action studio advert

• Extensive OOH advertising (ClearChannel, Sky TV, LocalIQ)

• Social media content calendar and strategy creation

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To find out more, get in touch.