ROI and Reporting: Turning Data into Action
Collection and analysis of advertising performance metrics is key to understanding audience response, market trends, outreach effectiveness, and ROI for our clients’ initiatives. Capturing that data requires the thoughtful planning and effective tagging of campaign elements to provide the most complete picture of performance possible.
Data analysts certified in the use of Google Analytics and other tools provide actionable reports detailing ROI for our clients’ websites, talent pools, ad campaigns, events, social media channel performance, and more. Each click on a tagged ad or response to a streaming video helps us determine whether adjustments are needed to optimize outcomes and then take immediate action. For example, we might change the timing of ad delivery, update the message or even the creative. Similarly, we often use A-B testing and other evaluation methods to validate creative, checking headlines for effectiveness, images for relatability and/or authenticity, and weighing the overall effectiveness of the total media mix.
Our reports are easy-to-digest, communicating the effectiveness and value of the advertising and marketing efforts MarCom Group manages on our clients’ behalf. Always looking for new ways to enhance our reporting, our lead digital analyst used our interface with Salesforce to build a recruiter performance report to provide strategic information directly to each recruiter’s email inbox. Soon, we’ll launch interactive data dashboards providing quick, easy access to real-time metrics for all our clients’ campaigns.
MarCom Group strives to make the most of our clients’ advertising dollars, effectively delivering on our promise to identify qualified candidates to meet their recruitment needs. Working in concert with our Account Services, Media, Creative, and Digital teams, we help clients tackle their biggest recruitment challenges and place great candidates in great jobs!
A Good Plan Makes a Difference. A Great Plan Does More!
Creating a strong strategic communications plan is key to the success of every outreach initiative developed under it. A comprehensive Communications Plan (Comms Plan) is key to our clients’ success and is thoughtfully prepared and refreshed annually, detailing strategic and tactical initiatives designed to meet their outreach and recruitment goals.
The Comms Plan describes client challenges and defines their goals, and guides all communications activities, animates message development, establishes timelines, sets budgeting parameters, and informs analysis of results. The plan provides:
- A strategy for integrating branding and communication tactics with workforce planning and recruitment activities.
- Review and analysis of the effectiveness of past initiatives.
- Details new communication recommendations and innovative tactics.
- Parameters for measurement of success and Return on Investment (ROI).
Additional research into market perceptions, new messaging opportunities, new target audiences and/or preferences, and new tactics may be recommended during annual plan updates. MarCom Group Comms Plans typically include:
- A brand SWOT analysis: Strengths, Weaknesses, Opportunities, Threats.
- An employment marketplace overview and analysis of the competitive landscape.
- A strategic Omni-Channel media plan with budget recommendations.
- Reviews of advancing technology and tools.
Comms Plans also include a thorough analysis of target audience demographics, psychographics, and other key insights into understanding their perceptions, preferences, concerns, and motivations. The insights gained influence all elements of communication planning, perhaps most importantly, the messaging strategy we recommend for ongoing marketing and outreach initiatives.
Once the finished Comms Plan is approved it becomes the roadmap for preparing creative and supporting marketing materials, future investment, planning, and success. Whether your focus is brand development or recruiting the best and brightest to add to your team, MarCom Group is ready to deliver solutions that drive results.
