Cameron-Brooks

Our first step was to align marketing objectives with business strategy by focusing marketing channels and internal resources on driving quality leads. We focused our media strategy on paid search and implemented an aggressive test and learn plan to quickly identify behaviors that indicated “high intent” candidates, optimizing search campaigns weekly to continually focus budget on best performing placements. Where previous campaigns had offered lower-commitment actions, such as PDF downloads, we focused on driving candidates to fill out a Personal Marketability Assessment (PMA) form, which triggers a phone call from a Cameron-Brooks recruiter. Additionally, we implemented design and UX updates to encourage higher form completion rates.

Our team restructured the paid search campaigns into brand and non-brand groups to implement different optimizations for each type of query, evaluated all historical keywords and ad copy to remove inefficient and ineffective assets that were not driving PMA form fills, and focused geotargeting in states and international countries hosting active U.S. military bases.

Rounding out our initial activities, we audited Cameron-Brooks’ Active Campaign CRM instance and designed a prioritized implementation plan focused on supporting high-quality lead generation and down-funnel lead nurturing. These activities included API integrations, list consolidation and hygiene, building and executing a new tagging schema, workflow automation audit and edits, setting up lead life cycle attribution, and enhancing reporting capabilities.