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Kings Premier Health Club recruitment advertising improved

Submarine has been working on digital marketing and social media for Kings Premier Health Club over several months, applying a fresh approach to creative, promotional video, improved tracking and a mobile optimised website platform. The benefits of this are now being seen with the analytics moving from quantitative to qualitative - user based reactions indicating engagement with post content - video, images, text and colours. This has been utilised in the latest requirement to advertise two vacancies within the organisation.


With a short timeframe the decision was made to use social media as the primary channel for advertising - Facebook, Twitter and Instagram - the latter particularly popular with under 30's. This route has multiple benefits including the ability for viewers to share the advert in real time to their friends and family, including via mobile devices (which accounts for 90% of the traffic on Facebook).

Attention span on SM is short and users may see dozens of posts in a day so the artwork needs to be simple and direct, the detail of the offer and call to action held within the post itself. Submarine lead creative Paul brown dispensed with the former approach of using photographs in favour of a graphic approach with the job title promoted and in a template format that can easily be re-used in future, streamlining Kings future advertising process. 

A second vacancy advert was published shortly afterwards. The post text engages the viewer with a question, provides basic information and a call to action (CTA) link which funnels prospects through to a support web page within the company website where they can progress the application.  Both posts were boosted over 5 days to a target audience within Guernsey and the overall campaign response was very positive, successful in generating a number of short listed candidates. 

Using a mobile first, digital marketing approach with a website funnel in support, King's have improved their approach to recruitment - a new strategy which is more effective for Gen Z / Millennials and significantly cheaper and more flexible than agencies, the printed press or local radio advertising. You can too!

Links
Mobile First - the importance of a mobile optimised website and comms strategy
What is a website based communication funnel?
Submarine provision - Digital Marketing
Submarine provision - Social Media 

 

About the author

Paul Brown

Paul is a creative professional who gained his BA Hons degree in graphic design & multi-media at Bradford University in England after studying fine art under Hockney alumni, Grant Devine. An early career in television and an interest in technology led him to combine graphic design with digital media including video and animation which he applied to touch-screen kiosk applications for Zanussi and Polygram in the 1990's. This lead to work with interactive CD and DVD, including a ground breaking commercial product in 1997, The Great Highland Bagpipes working with Scottish Heritage and the Glasgow Piping Centre.

In 1998, he developed the North of England's first desktop digital video edit suite working directly with Apple (hardware/OS) and AVID (edit software). In 2000, his web based application for social housing (which utilised kiosks for outreach communities) won 5 national technical awards including 'Best Use of Technology'. Between 1999 and 2010 he developed the successful Northern creative agency Bluemoon providing solutions for a wide range of national and international clients including Tesco, M&S, Puma, Foxes Biscuits, Sulzer and Hesco Bastion. 

In addition to his work as a professional designer, Paul has led brand, marketing and communication teams including 5 years in off shore HNW finance managing 9 offices across Europe and an appointment as Global Brand & Marketing Director for Insight Vacations where he directed the launch of Luxury Gold as a stand alone premium 5 star brand within the The Travel Corporation which includes Red Carnation Hotels and Contiki, a mobile centric brand targeting the under 30's, particularly the forthcoming Generation Z.

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Submarine are a technical and creative solutions provider based on the island of Guernsey near the French coast. Our field of operation is generally the Channel Islands although we do service clients with wider operations within Europe.