Our work with Hallam has helped us to develop our digital outreach to young people at a pace we didn’t think was possible, allowing the team to demonstrate the value of working with agencies. The team are a fantastic bunch of people to work with, slotting into our ways of working and feeling like an extension of the team.
Ian Baxter-Crawford – Head of Youth Marketing and Advocacy (UK)
The Prince’s Trust is a charity that runs programmes to support young people aged 16 – 30 into careers via employability, skills-building, and confidence-building workshops. The Trust cares deeply about young people, helping more than 1 million young people to date and supporting more each day.
In order to help more young people, they set a goal of increasing the number of 16-30 year-olds registering for a course or program run by The Prince’s Trust. And, when the pandemic hit in March 2020, it was clear that this was going to have to be achieved digitally.
This is when The Prince’s Trust approached Hallam to further develop a pilot digital recruitment model for two of its main programs. The first supports young people in Greater Manchester to develop skills and experience and the second aims to support young people into careers in health and social care in England.
Hallam took a full-funnel approach to the Paid media activity, opting to drive prospecting and brand awareness campaigns on Facebook, Instagram, Spotify and the Google Display network including YouTube.
Once user intent was captured, a certain level of remarketing activity was then used to help drive users through the process and closer towards converting.
Hallam focused on Facebook conversion-based campaigns for both FWF and H&SC, utilising the lowest cost per website result bidding model. Whenever Hallam found that they were constrained by audience size or needed to boost the number of registrations, they would launch search campaigns in Google targeting job-seeking searches to try and draw more sign-ups from users further down the decision-making process.
To ensure a smooth user journey, the creatives used for all of the campaigns were highly localised and relative in order to maintain a consistent message.
One of the key challenges was reaching the target audience of young, lower-income job seekers interested in a new career.
Whilst you can use some level of targeting on social media to achieve this, the audience size was often smaller than expected. This meant that the users most likely to need the help of the Prince’s Trust were not stating it blatantly on their social media profiles, making this style of targeting a lot less effective.
Using a more broad targeting approach in the campaign settings, coupled with highly specific location targeting and clear, localised messaging in the ads was key in terms of connecting with the users and driving course sign-ups.
Hallam analysed the campaigns on an almost daily basis to continuously improve them, reporting on the following KPIs:
Upper funnel campaigns
- CTR (click-through-rate)
- Completion rate
- Views and video played percentage
Lower funnel campaigns
- Conversions (sign-ups to programs)
- CPA (cost per sign up)
The pilot recruitment model was deemed a huge success, and The Prince’s Trust are now looking at scaling this recruitment method further across the charity.
- 3 million unique users
- 5,000 course sign-ups for both programs in 9 months