Brand update & Design
Since taking over the file, we have worked extensively to update and freshen the campaign’s brand. With the name and logo already in existence at the time we took over the campaign (we have always been big fans!), the available creative latitude was limited. However, we were able to extend the visual identity of the campaign in several creative ways into our graphics. First, we took the heart-hug element of the logo, and turned it into a three-dimensional shape that could be used to wrap-around HCAs shown in photographs, in a hugging manner, in a way that truly emphasized the campaign’s theme of caring.
Another update that we made (through an initiative of the client!) was to work in an increased amount of natural landscapes into the ads and social media posts. This brought the campaign’s visual language into closer alignment with the other campaigns overseen by HMBC, and allowed the campaign to take advantage of one of its most significant endowment’s – BC’s natural beauty!
Finally, in conjunction with the client it was decided that the campaign’s colour scheme of blue and white should be retained, but slightly softened. To this end we introduced a lighter shade of blue, and increased the use of white and negative space in the graphics. This gave the campaign a fresher, more modern look, helping to ensure that the content evolved in the right direction over time. From this updated design language, social graphics, infographics, ads, and web visuals, among other designs, were created and utilized in digital marketing activities.
Social Media Management & Advertising
Part of our scope of services includes the full management of the campaign’s social media accounts (these include Instagram, Facebook, and X (formerly Twitter),TikTok, and Linkedin) including content creation and posting, comment moderation, and advertising. We realized right away that there were a lot of people who have questions about the process of becoming an HCA, and saw the social media content as an opportunity to ask their questions. The content is extremely technical, and therefore we developed a list of pre-approved responses, updated every quarter. This process allows us to rapidly respond to 95% of inquiries with confidence, providing excellent service for end users, and making efficient use of our client’s time. Inquiries that are not on the approved answers list are elevated to the client. All social media moderation is delivered in the campaign’s voice, which we helped to develop. It is professional, friendly and accessible, and extremely focused on being precise with answers, owing to the highly nuanced nature of the content.
Advertising for the Choose2Care campaign has posed somewhat of a challenge, as the campaign’s objectives are broader than simply generating leads. For this reason, over the course of the past few years on the campaign, we have sought to continually test, iterate, and refine, over and over, to ensure that we are capitalizing on new opportunities as they emerge. The staple of the campaign’s advertising has been Google and Meta, but have had also experimented with other channels.
For example, the C2C campaign begun advertising on TikTok, and soon realized that it was one of the most effective platforms, driving traffic to the website at a very cheap cost. While TikTok ads were ultimately abandoned due to geopolitical factors, they played a major role in the campaign for a long time. LinkedIn was also introduced as an advertising platform in order to try to reach post-secondary institutions and other people in the healthcare recruitment space, but its performance has so far lagged behind the other platforms.
Reporting & Outcome Analysis
Throughout the campaign, we have made it a priority to integrate our performance monitoring reporting framework into a regular cadence that is most optimal for our client. For this reason, we settled on a weekly and quarterly reporting cycle. Through several iterations, we settled on a standard reporting format that provides all of the key metrics information, including spend, website sessions, cost-per-click, conversions, cost-per conversion, and registration form submissions. These metrics were also regularly broken down by platform, campaign type, creative asset type, and creative messaging theme in order to provide insights as to how the campaign could be further optimized. All in, these reports have formed the key information required for detailed outcomes reporting and analysis. Based on these insights, we have been regularly suggesting and implementing adjustments and improvements since launch.
Web Development
PRX has carried out several major updates to the website. These included a visual refresh of the website, focusing on user-centered design. Following from the brand updates, these website updates were based on the new design language, and were important to maintain a consistent voice and visual identity across all platforms.
The website features important information of varying levels of complexity. To improve navigation and help users easily find information, PRX first conducted a content audit, then restructured the presentation of content to better organize and simplify the information flow on the website. This was done in consort with robust search engine optimization for enhanced search visibility and indexing. Proximis created multiple data forms to ensure site security for the safe processing and integration of user-submitted information with the HEABC database as well as the ongoing refinement of the marketing strategy. The website was also optimized for both excellent performance (C2C has been hosted externally, and we went through an extensive server-side optimization process in order to ensure that the serve resources were in line with the website’s needs) and seamless viewing on multiple devices. In order to support content exports from the web forms, we led the creation of a detailed process for exporting, which ensured that the data was handled by the minimum number of people, and also that the website held only the bare minimum of information – improving the security posture and decreasing the possible losses in the event of a hack by a malicious user.
Strategy, Messaging and Campaign Management
In order to reach Choose2Care’s target audiences across BC, PRX developed a multi-channel digital marketing strategy which utilized both organic and paid social media campaigns on Meta, Google, TikTok and Twitter. Through carefully developed messaging and creative, the campaign inspired and engaged interested users to visit C2C’s website and learn more about working as a Health Care Assistant inBC. PRX continues to adapt the strategy and test new ways to engage with online audiences. We also created various event collaterals like pop-up banners, print material, and one-pagers as and when requested by the client.
Video
PRX has filmed and edited multiple video products to round out Choose2Care’s social media content and digital marketing activities. In 2020, PRX conducted an interview series with 4 HCAs with the goal of telling their stories and enhancing understanding and respect for HCAs. In 2021, an animated motion graphics video was created to promote the role of HCAs in BC. In 2022, our video team traveled across BC to interview and film HCAs in four different health authorities. This endeavour resulted in the production of 6 videos including 1 long promo video, 1short promo video, 3 themed shorts and 1 teaser video as well as many new images to use in graphic design. These videos were posted on social media, used in digital advertising efforts, and included as part of Choose2Care’s website content as a resource.
In2023, we created two new animated explainer videos.
Video
Since joining the Choose2Care campaign, PRX has achieved significant milestones in terms of user engagement and outreach across various platforms. Through advertising efforts, PRX has successfully directed hundreds of thousands of users to the Choose2Care website.
Choose2Care’sFacebook presence has experienced remarkable growth during this campaign. TheFB page has increased its followers, and engagement, exponentially.
In addition to the existing platforms, Proximis proposed and launched an Instagram account that has generated steady growth and is reaching a new audience – well on its way to becoming the campaign’s #1 social media platform.
OnTwitter, Choose2Care has achieved significant growth as well. Through advertising efforts, the account gained thousands of followers and successfully reached an audience of over one million users.
Lastly, the video series and animated videos have had incredible responses from the online audience, generating valuable views since their launch, with some videos achieving an exceptional engagement rate of over 50%. This success prompted the account to extend advertising efforts to TikTok, where the videos produced tens of thousands of views since launch.