Geo-Conquesting Success: Nationwide Police Recruitment Through Strategic Advertising
The Challenge
The Maryland Department of Corrections was hiring for correctional officers and other hard to fill positions. The goal was to target candidates in national locations with a higher cost of living that would make relocation to Maryland attractive.
Industry
The Approach
Geo conquesting advertising campaigns included geo fences around out of state jails and other correctional facilities in New York, Texas, North Carolina, West Virginia and Virginia.
English and Spanish ads were created for Corrections Officers and all other positions.
- Banner ads ran on the Google Display Network
- Display ads ran on Facebook
- Video ads ran on YouTube
- Video ads ran as Pre-roll on other video platforms as well
- Video ads ran on OTT and Streaming TV
Industry
The Challenge
The Maryland Department of Corrections was hiring for correctional officers and other hard to fill positions. The goal was to target candidates in national locations with a higher cost of living that would make relocation to Maryland attractive.
The Approach
Geo conquesting advertising campaigns included geo fences around out of state jails and other correctional facilities in New York, Texas, North Carolina, West Virginia and Virginia.
English and Spanish ads were created for Corrections Officers and all other positions.
- Banner ads ran on the Google Display Network
- Display ads ran on Facebook
- Video ads ran on YouTube
- Video ads ran as Pre-roll on other video platforms as well
- Video ads ran on OTT and Streaming TV
The Outcome
Campaigns over delivered by 7%, with 6,746,761 impressions
Client advised they made 47 job offers as a result of this campaign
