B2C PR and social media campaign
Key takeaways
%
Increase in traffic to careers web page
Video content views
%
Increase in sessions on website
Overview
Jones Bros Civil Engineering is a leading UK civil engineering contractor based in Ruthin, North Wales.
Outwrite was tasked with raising awareness of the company’s apprenticeship programme for general construction operatives and plant drivers/mechanics, to increase the volume and quality of applications.
Objectives and planning
Outwrite PR worked closely with Jones Bros’ marketing manager and the HR and training departments to devise and implement a digital PR campaign.
Interviewing Jones Bros apprentices, former apprentices who have since progressed up the career ladder at the firm, and the company’s HR and training departments, we gained an understanding of the recruitment process and key considerations to take into the campaign.
For example, it was gathered that most apprentices found out about vacancies via friends or family, with Jones Bros holding an excellent reputation in Ruthin which meant parents and grandparents were showing vacancies to children/grandchildren.
As a result, a comprehensive PR and communications plan was devised, with key objectives for the campaign to:
- Average three pieces of coverage per month, with at least two online,
- Increase Facebook page likes to 500 and Twitter followers to 1,650 and drive up engagement,
- Ensure pages with a careers focus occupy five of the top 10 most visited pages on the Jones Bros website,
- Encourage social media visitors to visit more than one page on the website,
- Increase traffic to the website from social media by 40 per cent,
- Attract engaged visitors from trusted media websites,
- Increase traffic to careers pages by 15 per cent.
Tactics
Organic social media
Search engine optimisation
Website management
Media relations
News-style video interviews
Example outputs
News-style video created as part of the campaign
Example media coverage
Key outcomes
Anecdotal feedback from the director we report to was the company had received its highest number of quality applications for apprenticeships.
Against the key objectives:
- Acheived 48 pieces of editorial coverage at an average of four per month, with half of the coverage achieved being online coverage.
- An additional three mentions across Welsh and English broadcast and radio channels, with coverage on BBC Radio Cymru and Radio Wales alongside a three-minute package broadcast on S4C’s Newyddion.
- Facebook page likes increased from 137 likes to 1,201.
- Twitter followers also increased from 1,347 to 1,781.
- Engagement across post likes, retweets, and video viewing increased.
- Our videos were viewed 17,800 times across the campaign.
- A 66 per cent increase in visitors on the site coming from social media was achieved.
- An overall 40 per cent increase in time spent on the website to 2 mins 40 seconds.
- Traffic to the careers page increased 29 per cent during the campaign, with more than 16,000 visitors over the recording period.
PR and comms awards for this campaign
Silver – Best STEM campaign
Best use of digital
Best low budget campaign
Best social media campaign
Best use of video
Best low budget campaign
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