Case Study
Digital Display & Geofencing
RECRUITMENT: MONTGOMERY FIRE & RESCUE
CAMPAIGN LENGTH
May 2022 – August 2023
OBJECTIVE
To recruit individuals interested in beginning a career with the fire department
THE CHALLENGE
The job opening had not received an adequate amount of applicants, possibly due to candidates not realizing the potential for advancement and opting for college over joining the workforce after high school.
SOLUTION
- Geofenced high schools, local colleges, technical schools, gyms, and recruitment fairs
- Creatives emphasized the starting salary of $45K a year and the potential for career advancement
- A 30-second video was edited for use on the client’s website and as a streaming TV ad
RESULTS
200+
APPLICANTS OVER THE COURSE OF THE CAMPAIGN
This campaign was the client’s only form of advertising that specifically targeted their desired audience.
KEY FINDING
Geofencing campaigns are successful in recruiting individuals with a specific interest. It attracted the most qualified applicants, which included young, fit individuals.
