Alvord-Taylor Independent Living Services

OVERVIEW:

With a long history of helping residents with special needs to live quality lives in the local community, Alvord-Taylor Independent Living Services in Eugene, OR, knew that finding the right people to join its team was essential to continued success. The non-profit worked with Comcast Spotlight to recruit new employees and build awareness of the organization's passion for its mission.

STRATEGY:

To fulfill a two-pronged objective of reaching potential employees while building general awareness, Alvord-Taylor's media plan included a broad cross-section of TV networks such as ABC Family, Animal Planet, Comedy Central, Hallmark Channel, Spike, TBS, TNT and truTV. The plan also included high-profile programs like A&E's Bates Motel and FX's American Horror Story, as well as University of Oregon football coverage. The network and programming selection was regularly refreshed to ensure the message was being exposed to the widest audience possible. Advertising was geographically targeted to the zone where the organization offered services and was most likely to find new employees. In-banner digital advertising on Xfinity.com included a prominent link to the group's job opportunities page, as well as links to learn more about Alvord-Taylor and contact the company.

SUCCESS:

Talk about success: the multi-screen advertising campaign was so effective at bringing in job applicants that Alvord-Taylor ended the recruitment effort due to over-hiring. Taking a closer look at the digital advertising metrics, local viewers chose to watch Alvord-Taylor’s in-banner video message more than 1,000 times over approximately five months, with more than eight percent of those viewers clicking through to the organization’s website.

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