Universal Health + Safety

MULTI-CHANNEL VIDEO MARKETING CAMPAIGN

Problem

Universal Group's health and safety division, Universal Health + Safety, is a fast-growing business that invested in a new training facility in the heart of Burnaby, British Columbia. After being acquired by the Universal Group, the company wants to re-introduce itself as a leader in health and safety training.

My Role: Campaign Lead

Solution

The Universal Group Marketing Department designed a multi-channel video marketing campaign to increase brand awareness and leads utilizing paid social media channels -- Facebook, Instagram, LinkedIn, and YouTube.

1. Situation Analysis 🔍

About Universal Health + Safety

Strengths

Strong service delivery of industry-standard health and safety training
Cohesive visual brand identity with Universal Group
Excellent leadership and openness to testing new marketing tactics
Average of 4.8 stars Google reviews from past students
Expansion and growth - Brand new office and training facility with excellent features

Weaknesses

Younger, less established company in industry
Faced a rebrand (name, visual brand identity) after acquired by the Universal Group
Lack of brand awareness and marketing strategies implemented

Opportunities

Booming construction industry in Greater Vancouver Area
More jobs available in construction and health and safety
First Aid Level I, II, III Courses necessary for virtually all organizations and businesses

Threats

Other strong competitors, especially St. John's Ambulance which has a longer reputation in the industry
Other growing career opportunities for job seekers

2. Target Audience 🎯

Primary Target

Career Seekers / Current Construction Employees (B2C)

Demographics:
- Age: 18-35
- Gender: More Male-focused
- Location: All Municipalities in GVA
- Income: ~$20,000-$60,000

Psychographic:
- Motivation/Need: Looking to enter the construction industry or increase their skills to move up in their career
- Price-sensitivity: Medium to High
- Social Media: Facebook, Instagram, YouTube
- Commute: Use public transit

Goal: Individual Course Registrations

Secondary Target

Owners / Decision Makers - Construction Industry (B2B)

Demographics:
- Age: 35-60
- Gender: More Male-focused
- Location: All Municipalities in GVA
- Income: ~$100,000+

Psychographic:
- Motivation/Need: Looking for trusted training school to increase skills of their current employees
- Price-sensitivity: Low to Medium
- Social Media: Facebook, LinkedIn

Goal: Multiple Course Registrations

3. SMART Goals 🌟

Define Goals, Outcomes, and Timeline

Goal 1: Produce a Marketing Video Highlighting Health and Safety Courses and Brand New Training Facility in 2 months

Timeline: 2 months of preparation
- Month 1:
  - Meet with the General and Operations Manager
  - Confirm project deliverables and budget
  - Write creative brief
  - Research, interview, and hire a videography company
- Month 2:
  - Plan selling points and write script and shot lists
  - Find student testimonials and gifts
  - Organize shooting dates
  - Receive edited video and provide feedback
  - Approve final video, receive video files, and pay videography company

Goal 2: Design Video Marketing Campaign to Increase Brand Awareness and Leads over a One-Month Period

Month 1-2:
- Keyword research
- Review Facebook and Instagram campaign methodologies
- Set up LinkedIn and YouTube accounts
- Learn how to set up and conduct LinkedIn and YouTube ad campaigns
Month 3: Execution month of paid advertising campaign
- Utilizing financial budget
- Optimizing ads on Facebook, Instagram, LinkedIn, and YouTube
- Receive leads and follow-up by sales team
- Register leads for courses

4. Results and Analysis 📈

Results

Increased brand awareness across all channels from Highest to Lowest
- Facebook / Instagram
- YouTube
- LinkedIn
Increased leads across all channels from Highest to Lowest
- Facebook / Instagram
- LinkedIn
- YouTube
Increased Customer Acquisitions (sales) from Highest to Lowest
- Facebook / Instagram
- LinkedIn
- YouTube
Majority of Customer Acquisitions were from the Primary Target Market
YouTube yielded the least amount of leads and conversions.
- Despite having thousands of views, this result is likely due to the fact that potential leads had an additional step to receive more info about the UHS courses. The additional step was going onto a landing page and not a direct built-in lead generation form.
- People are also more likely to skip long ads.

Learning Outcomes

If we were to re-do this campaign, we would need to re-assess what the campaign goals are.
To continue trying to get more quality leads, we would:
- Invest more in Facebook and Instagram campaigns
  - Take a closer look at demographics, especially location, to filter through which locations drove the most leads and direct advertisements in those areas more
- Research on how to get more geographically targeted leads on LinkedIn
  - Many leads were from people who lived outside of the Greater Vancouver Area
  - Research more job titles and test which ones convert the most
- Create a video (micro-content) from the original video and compare success with longer video.
- Learn about other ways to streamline getting leads on YouTube
  - Example: Improving the landing page and conduct A/B testing