Background
Zion Group is a transportation company who have been providing tailor-made transportation solutions for over 12 years. The Zion Group started modestly working within rural Victoria. This modest start grew into something bigger. In 2010, the Zion Group begun working across e-commerce, when the demand for small parcel delivery services skyrocketed. Today, Zion Group provide a full gamut of transportation services, from IT solutions to courier personnel, even fulfilling international transit with partnered with leading cargo companies. Working largely in B2B they facilitate over 2 million deliveries a year.
02
The Challenge
With Bespoke and Agile Transportation Solutions, Zion Group approached SearchMax, for assistance with job vacancies. As a business which is always growing, they are always looking for people to join their team.
The main objective of the campaign was to maximize their brand reach and boost job advertisements. They were particularly keen on attracting candidates via social advertising in the Melbourne area. The advertising budget was modest however the expectations of delivering outcomes were high.
In terms of their ideal job candidates, Zion Group wanted to target people living within the Melbourne area, who were in Australia on a short-term Visa that allowed them undertake employment. Due to Facebook’s stance on equality within marketing practices, finding this exact demographic was challenging.
To reach the desired audience a layered approach to targeting was required across the Melbourne metropolitan.
03
Our Approach
A Reach campaign was created using advanced demographics targeting and they by layering “recently moved”. The Reach campaign succeeded in putting the brand and job opportunity before a high number of potential candidates, however, the engagement was moderate. A specific traffic campaign was introduced to boost applications.
Given the budget was modest, additional awareness was sought out via organic posts that helped create a viral effect.
04
Results
The social campaigns secured over 200 pre qualified applicants that saw 5 new delivery drives joining the ever expanding Zion Group. Since then SearchMax has been working with Zion Group with their broader Digital Marketing activities enabling brand awareness and growth.
