Recruitment Drive 2023
About
In the first quarter of 2023 Novalife entered Johannesburg for the first time with an event aimed at recruitment. I was fortunate to be among the select team involved from the outset, contributing to everything from initial brainstorming on market penetration strategies to setting up a comprehensive lead-generation framework.
Goal
The main objective of the campaign was to enhance the visibility of the event and generate more interest among candidates to enroll, while also establishing clear KPIs and measurement to assess the number of applications, and conversion rates. Being a new entrant another major aspect was to increase brand awareness by highlighting company culture, and values.
Outcome
The complete marketing campaign proved highly successful, attributing to remarkable conversion rate of 24.37% with 8294 leads generated online and 2,534 registrations through the landing page. Through this project, I gained hands-on experience in crafting and executing paid advertising campaigns, contributing to a successful launch in a new market.
Lead Generation Strategy
I helped create a simplified landing page through which bounce rates were 9.3% lower compared to our previous campaign. In addition, I boosted paid advertising conversions by 4.7% through targeted optimizations. Running ads on Facebook and closely monitoring performance via SEMrush I refined audience segmentation, tested different ad creatives, and adjusted bidding strategies.
Content Strategy
I leveraged influencer marketing by building strategic relationships with a renowned figure in our target community, enhancing our campaign’s reach and credibility. Additional content was shared across multiple platforms, which included event announcements, live streams, and an informative video series featuring our staff and clients. This approach generated buzz around the event and also fostered trust and excitement within our audience