Snapshot
Fostering Solutions are the third largest national provider of independent foster care.
The success of their business depends on attracting and retaining foster carers, and effective recruitment advertising is vital in achieving this.
Our strategy was to create a hard-hitting fully integrated campaign using press advertising and bus rears together with a website that not only explained about fostering but provided an online recruitment application facility. It also allowed the authentication of established foster carers when entering their own personal development area.
The campaign, based on the theme ‘Who Cares?’ showed a more realistic side to caring, highlighting some of the more challenging types of children needing care. It featured emotive imagery, powerful headline propositions and an ability to respond by SMS.
Results
- Over 470 enquiries received through the text service since launch
- 44% increase in enquiries on the previous year
- 20% increase in foster carer applications on the previous year
- 50% increase in traffic to the new website in the first 12 months
