Driving Website Traffic by Dispelling Marketing Myths
The Beedie School of Business’ Career Management Centre (CMC) works to empower business students and alumni – such as those in the Marketing field – with skills and resources to begin their careers.
Marketing positions with a title containing “Business Development” or “Sales” posted on the Beedie Community job board consistently received less engagement on average compared to opportunities with “Marketing” titles.
Working in a team of five, we conducted market research to identify key issues contributing to this low level of engagement:
- A lack of awareness of CMC programs such as the Beedie Community job board by third and fourth-year students.
- A lack of knowledge of potential career paths in the Marketing field.
- An adverse impression of common entry-level Marketing positions such as Business Development and/or Sales.
To tackle these issues, we designed and launched a short-term digital campaign aimed at educating students and driving traffic to Beedie Community job postings.
Our Campaign Funnel:
We built an resource website through WordPress to raise awareness of the job board and dispel myths around entry-level marketing roles. We used a variety of paid and earned media, such as Google AdSense and Facebook Ads, to promote it.
We also ran an A/B test to better understand our target audience’s decision factors. One version of our landing page featured companies listed on the job board, while another featured open positions.
Throughout the two-week span, our campaign produced:
- 152 unique visitors
- 2.16 average pages per session
- 46 converted visitors directed to the Beedie Community job board
And received some… enthusiastic feedback: