A successful marketing campaign plays to a company’s strengths and establish it as a leader in its niche.
For Celarity, a Minneapolis-area staffing firm that specializes in the placement of marketing and interactive professionals, the goal is to be “the go-to source for Minnesota marketing and creative,” says its marketing manager, John Arnold.
Celarity has been using a multi-pronged marketing campaign to establish its brand. A key focus is the firm’s local roots, says Marlene Phipps, founder and president.
“We’ve got a lot of national competitors in our space,” Phipps says. “We try to set ourselves apart in this market by being one of the only local, independent firms that has been around in this space since 1993.”
And so the series of direct marketing postcards they sent to candidates and potential clients highlighted Twin Cities events and Minnesota icons such as the Mall of America and the state fair. “We know the area, we understand it, we’re from here,” Arnold says.
The cards were targeted to customers to avoid the appearance of possibly recruiting from those customers. “It was all about building brand awareness,” Phipps says.
Celarity has used interactive media to amplify that marketing campaign, Arnold says, using social media and optimizing its website so it appears high up in search results and works well on mobile devices. “We’re trying to be in the places and do the things that the people that we staff do,” Arnold says.
Celarity’s website is a hub for their local industry, featuring local employment numbers for marketing and creative, as well as job search tips. A big draw is a local calendar of industry events.
“The website is about talking to the candidates and converting them into people that apply for jobs,” Phipps says.
Another part of Celarity’s social media strategy is using Twitter to have conversations with people the company wants to work with. Although occasionally they use Twitter to discuss specific jobs, most of the time the goal is just to establish a conversation.
Sponsoring local trade association events is a key part of Celarity’s marketing strategy as well.
How do Phipps and Arnold judge whether their campaign is working? They use Google Analytics to track whether visitors to their website came via the direct mail card, Twitter, LinkedIn, or Facebook. They can tell how many people click on links sent in their email newsletters.
Ultimately, though, the mark of success is that the company is growing, primarily due to website traffic and referrals.