Jacksonville, Florida Brings In Waves Of Talent From High Cost Markets
JAXUSA had just completed its new talent attraction-dedicated website to profile the city’s career and lifestyle opportunities, featuring interactive tools like a cost-of-living calculator and cheeky neighborhood finder. But how were people going to find the new site, and how was Jacksonville going to elevate its own reputation among professionally-minded talent?
DCI developed a strategic paid media plan that focused on two primary audiences — those living in higher cost markets and wanting to take home more of their paycheck; and those in nearby “feeder” markets that were looking for a career change. Using first-hand research on what motivates talent to relocate, DCI targeted both segments across search, social and display.
- DCI paid media efforts accounted for 82% of new users visiting the website since its launch in early 2020, resulting in 9,700 conversions.
- Google generated 2,538 job listing views and an additional 332 Cost of Living Calculator, Neighborhood Quiz and Commute Time conversion events, reaching a channel conversion rate over 32%.
- Along with 487 Cost of Living Calculator conversions from paid social, the campaign achieved a total 24% conversion rate over the initial eight months.