Case Study: United Methodist Healthcare Recruitment
Thinking "outside the box" to access to hard-to-reach
When the data suggests that go-to marketing approaches will fail
to reach unique audiences, sometimes you have to try finding a back
door. Case in point: United Methodist Healthcare Recruitment.
Having witnessed how effective Search Engine Optimization (SEO)
was for its parent organization, UMHR approached Simple Machines
about utilizing SEO as a cost-effective measure to create
visibility in its competitive Filipino market. Despite boasting a
service offering on par or superior to the alternatives, UMHR found
it difficult to stand out amongst its larger competitors.
Furthermore, the licensure and training process for its prospects
was so long, it was doubly difficult to keep track of interested
prospects as they navigated the system at their own paces.
First, Simple Machines Marketing executed an afterhours calling
campaign, using a focused message to reach out and qualify all
contacts on the basis of current interest and status. The result
was the conversion of 672 names into 422 qualified leads whose
statuses were recorded to be tracked in a modern CRM.
That's when the promotion phase of the project threw a
curveball. Simple Machines' research indicated that the
Philippines' search market did not provide a viable environment for
SEO -- search volumes simply weren't high enough to justify
significant investment as a primary channel. While the search
market for UMHR's demographic was fractured, the social media
market was not. Simple Machines designed and executed a
hyper-targeted PPC ad campaign using Facebook, where most of UMHR's
audience was spending significant amounts of time.
The resulting 1,095% increase in monthly website traffic
provided dozens of new qualified leads at the staggeringly low
acquisition cost of $6.44 per lead. Exhibitors in the Philippines
reported significantly larger crowds at their booths, indicating
that UMHR's connection to an established nonprofit organization
resonated with the growing audience.
The success of the first ad tested motivated UMHR to test
another campaign to promote an upcoming Filipino campus tour that
coincided with international testing dates. The tour promotion
campaign generated 2,042 visitors to UMHR's promotional landing
page, and exhibitors again reported significantly increased
United Methodist Healthcare Recruitment (UMHR) is a staffing,
placement, and recruitment agency for registered nurses and
physical & occupational therapists who are looking to work in
the United States. Focusing primarily on the Philippines, UMHR
identifies and provides candidates with financial and
administrative support as they work through the lengthy process of
licensure, training, and job placement when the process is
Up against several competitors with longer histories and more
resources, UMHR was having trouble gaining substantial visibility
in the Phillippines. Marketing from overseas was proving very
difficult, and no scalable strategy existed for handling the leads
UMHR was able to acquire, primarily from job fairs and conventions
in the Philippines.
Simple Machines executed an off-hours calling campaign, reaching
out and qualifying hundreds of past contacts that UMHR had
recorded. All qualified leads were entered into a CRM and Constant
Contact so that UMHR employees could access them and record
progress. Simple Machines made changes in UMHR's website to make it
easier to navigate and collect information, then designed and
executed a Facebook advertising campaign to collect leads and
promote UMHR's upcoming Filipino seminar tour.