Target: 1,200. Result: 2,013 in 45 days.
Applicants who completed the application process.
A recruitment campaign with a defined application target and deadline.
- Target: Completed applications
- 1,200
- Context
- Target: get 1,200 applicants to complete the application process.
- Target: Deadline to reach the target
- 45 days
- Context
- 45 days to achieve 1,200 completed applications.
- Applicants who completed the process
- 2,013
- Measurement period
- 45-day campaign
- Context
- By day 45, 2,013 applicants had completed the application process.
Context and challenge
Applications had been falling by 15% over the previous four years. We worked with Fuerza Aérea to rebuild interest and get 1,200 applicants to complete the application process within 45 days.
The initial objective led us to plan a campaign aimed mainly at young people eligible to apply. During the first 10 days, we reviewed campaign data and spoke with school cadets and instructors to better understand how the decision was made.
Goals
Get 1,200 applicants to complete the application process. We had 45 days to reach that target.
Strategy and actions
We developed a recruitment campaign to achieve 1,200 completed applications for the Fuerza Aérea application process, monitoring progress throughout the 45-day campaign.
Listen before adjusting
We reviewed the first 10 days of the campaign and spoke with school cadets and instructors. We wanted to understand what influenced young people when considering an application.
Recognize the people who influence the decision
The conversations and data helped us recognize the influence of parents, guardians, aunts and uncles. Communication needed to consider these people alongside the young people interested in applying.
Broaden audiences and tailor messages
We broadened the campaign audiences and tailored messages to each group. We kept monitoring the campaign and adjusted communication as we learned.
The project in images
Fuerza Aérea: 2021 campaign
Video year: 2021
Video from the 2021 recruitment campaign.
Fuerza Aérea: 2020 campaign
Video year: 2020
Video from the 2020 recruitment campaign.
Results
We reached the target of 1,200 completed applications on day 30. By the end of the campaign, on day 45, 2,013 applicants had completed the application process.
We exceeded the initial target by 813 applicants, 67.75% above the goal of 1,200.
The campaign had a 45-day deadline, and we reached the target 15 days before it ended.
We learned to understand the applicant’s decision by considering the people who support and influence them. Reviewing that idea during the campaign helped us broaden audiences and adapt messages.
Applicants who completed the process
2,013
- Measurement period
- 45-day campaign
- Context
- By day 45, 2,013 applicants had completed the application process.
To reach 1,200 completed applications
30 days
- Context
- We reached the target of 1,200 completed applications on day 30, 15 days before the campaign ended.
Above the applicant target
67.75%
- Comparison basis
- Initial target of 1,200 applicants
Closing
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