Overcoming Recruiting Challenges with a Powerful Campaign
Champaign, Illinois’ METCAD 9-1-1 is the primary Public Safety Answering Point for the area, an amazing and hardworking team providing vital emergency services. They came to INDIRAP with a goal of reaching and recruiting potential new team members using a video social media campaign. Our year long partnership included video production, photography and an integrated paid ad campaign.
The METCAD 9-1-1 team was struggling to attract qualified recruits in the area. Although the work is rewarding, high paying and offers amazing benefits, many applicants are deterred by the potential emotional toll and unique hours. Even when applicants are interested, ensuring they’re qualified is another task entirely, as the job requires a unique skillset and ability to address high-stress situations with skill and steadiness. INDIRAP’s task was to not only create content that engaged viewers, excited them about the opportunity, and led them to apply, but to develop a paid ad journey that got in front of the right audience.
INDIRAP suggested an interview-based video, allowing real METCAD leaders and employees to share their experiences, motivations and stories directly to viewers. This authentic approach creates a sense of trust that is key in recruitment content. INDIRAP developed interview questions to pull out relevant stories, powerful soundbites from the interviewees, and a shotlist that reflected the team’s daily work. Our teams then collaborated to select participants, curate questions to best highlight their individual perspectives, finalize all visuals and schedule the production day.
After production, INDIRAP’s editing team expertly identified the most compelling pieces to edit into an array of deliverables, crafting each specifically to perform well on the intended platform. Longform videos were used for their website, landing pages and Youtube, whereas shorter ad cuts were each made to attract a specific audience.
INDIRAP’s team launched the ad campaign, monitoring the performance of each video and viewer journey and adapting to achieve the most impactful final campaign.
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Miraval Specialist profiles created a connection between future guests and the experts they’d be guided by onsite, building trust as they shared their backgrounds, personalities, and approaches. Guided Classes offer a sneak peek at the services Miraval offers, and allows anyone to learn, experience mindfulness, and try different meditation styles at home. We also elevate each aspect of Miraval’s guest experience with welcome, training and “take home” content. Using animation added variety to the Miraval content library, reflected their brand feel with the style, colors and characters, and worked to engage viewers immediately.
This phase addresses guest FAQ's and extends the Miraval experience beyond the resort visit. Take-home experiences like a sound library and guided meditations allows guests to continue their mindfulness journey on their own. Video tutorials integrated throughout their website and digital platforms answer common questions, guide potential guests towards booking and set them up for the best possible visit with ease. Ads and social posts draw attention to new experiences, support current marketing campaigns and grow general awareness of what Miraval has to offer.
This suite of content focused on Miraval’s Group Trip experiences, both for family and friends, as well as corporate retreats. Storyboards turned into gorgeous visuals that truly reflect the environment, relationship building and growth Miraval Resorts can offer visitors. This content was designed to live on their websites, be shared in sales situations and cut down for social sharing.
We continue to showcase new experiences, elevate processes with effective content, and deliver social posts and ads for a wide variety of platforms. Their unique, mindful, natural brand is reflected in all we do, resulting in a soundscape-forward, easy paced, authentic content library.
Get ready to grow your brand smarter, faster and more predictably with INDIRAP. Book a time to speak with one of our growth experts today and learn how you can turn content into profit for your business.
