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Case Study

Landing Page, Digital Display, and Geofencing

Recruitment: Birmingham Fire & Rescue

Campaign Length

November 2022 – April 2023

Their Objective

To recruit paramedics and EMTs to pursue a career in fire and rescue

Our Solution

  • A dedicated landing page, separate from the city website, with a form fill option for interested candidates
  • A completed interest form triggered an email which connected the applicant to a firefighter who would contact the applicant directly to assess the candidate’s qualifications
  • Qualified candidates were provided a direct link to the job application
  • Digital ads were geofenced around local colleges, schools offering EMT certification, and gyms in the targeted area.

The Results

The campaign saw immediate traction with 100 inquiries in the first week alone. Shortly after launch, the City Council approved a salary increase—our team swiftly updated the landing page within minutes, ensuring the campaign remained accurate and compelling in real time.