Caterpillar Rethinking “Think Big” Recruitment Advertising
The Challenge
One of Butler Cat’s focuses is recruiting talented prospects for their “Think Big” technical training school. Brush Art was asked to support Butler’s recruitment efforts for “Think Big” specifically by managing a marketing budget dedicated to radio. The Primary Audience was teenagers, aged 16-19. The Secondary audience was parents, aged 35-54.
Our Approach
Intuitively, we did not believe radio to be the most effective method to reach our audience, and at a bare minimum, we needed more research. Looking into popular online platforms, daily smartphone activities, and smartphone behaviors for our target revealed our original intuition was correct. We always listen to the client at Brush Art but make sure to put in our due diligence and research the situation with fresh eyes.
Our Solution
With guidance from our research, we launched relevant campaigns on YouTube, Snapchat, Facebook, Spotify and Digital Display; taking advantage of peak traffic times to maximize our impressions. A geo-targeted campaign on Snapchat, utilizing the #1 social network for 16 to 19 year old teens, showed much success. We geo- and demo-targeted our advertisements on Spotify to each the relevant teens and their parents. Lastly, a programmatic campaign and paid search dollars supported the main initiatives and increased the frequency of reach to our target.
We will let the results speak for themselves:
- Drove traffic of target audience – 35% of total website traffic is from this campaign
- Very strong engagement with 39 applications in the first month – 95% higher than the previous year’s radio campaign at the same point in time.
- Exceeded last year’s total applicants of 37 by 44% with 53 total applicants