"WHY I WORK AT CAMP"
A recruiting & branding campaign focusing on talent acquisition of college students to work at Mount Hermon summer camps
THE OPPORTUNITY
Cohesive branding through the applicant's journey from beginning to end, stellar landing page, SEO optimization, targeted paid ads, good story-telling, buy-in, and greater product awareness.
MY ROLE
Creative Producer
HIGH LEVEL TIMELINE
Six months through recruiting season
KEY GOAL
Increased number in applications and brand awareness
ELEMENTS OF THE CAMPAIGN
Web
New landing page with sub pages focusing on open positions & applicant resources
Social Media
Photo, video, and graphic elements to make up an organic & paid social campaign
Branding Package
Cohesive to the evergreen brand, a new branding suite.
Promotional Products
Stickers, t-shirts, mugs, booth design, posters & giveaway items to promote recruiting.
MY ROLE
As the Creative Producer, I got to influence the rebrand and project from ideation to launch. The undertaking was exciting: a new web build, digital assets, print, product, social campaign, and video production.
SAMPLE HANDWRITING
PREVIOUS STAFF ANSWERING "WHY I WORK AT CAMP"
We asked them to share – in their own handwriting – why they chose to work at camp and why they would come back.
MAJOR WINS
Increased web traffic
From the launch of the campaign we saw a huge increase of site views of the landing page, and increased views of our product pages.
Increased SEO
With thoughtful planning we worked hard to optimize our site from the beginning. The web page became positioned at the top when googling "camp jobs"
Increased Applicants
We saw a jump in applicants after the launch of the campaign in both in-person recruiting and through website visits. We were able to then focus on specific roles that needed to be filled rather than general recruiting.
Increased Brand Awareness
By tracking our site views and utilizing the percentage of first time applicants that had never heard of Mount Hermon, we were able to determine an increase in brand awareness through local and out of state applications.
Increased Social Media Following
With this campaign we increased our social media following by 32% over a single recruiting season. Our Instagram channels grew by +432 followers
THE LANDING PAGE
The landing page was in the midst of full company re-brand. We were able to utilize the tools and brand guide we created during the overhaul and refresh our recruiting page
