1. Barnet were struggling to recruit Social Workers to
newly created roles. They asked TMP to develop a
12 month social care campaign that would include
re-developing their existing brand and revitalising
their online presence.
Our plan was based upon inventory across well-
known social care websites such as the Guardian,
Community Care, Children and Young People Now.
We also suggested targeting lesser known sites
such as Opportunities, Target Jobs and Nursery
World Jobs. All suggestions were taken forward
and through our campaign management process
we tagged all of the media and provided the
council with monthly updates detailing the
performance of the site and cost per click through.
This enabled us to measure the effectiveness of
each site and to make changes to the content and
time of day targeting to ensure that we were
optimising on opportunities to see.
Our campaign management methodology gave us
the scope to take a ‘hands-on’ approach to the
media campaign and enabled us to put pressure on
the media that weren’t generating a high quality
click through response.
Initially, Community Care failed to place our
creative advertising on their site and it was
through our campaign evaluation process that we
managed to identify and rectify this. Through
effective negotiation, we were offered additional
inventory for free as compensation and by the
following month the stats had improved
considerably.
The result from this campaign has given us a
wealth of information in terms of media
performance, cost per click and cost per hire. All of
this data will be used to effectively plan and
execute the campaign to recruit social workers for
the council in the future.
Case Study – London Borough of Barnet – Social Care