client success story
Strategic storytelling and recruitment campaign results in 54 new hires across 3 regions for social services company.
Thinking Differently in What They Do
GreenTree Community Inclusion Programs provides planning, coordination, administration and supervision of various types of supportive programs for individuals with diversabilities. With programs in Kelowna, Penticton, and Prince George, GreenTree strives to be the leader in delivering community-based social services while enhancing the lives of the diverse people it serves. Instrumental to that is building a team that is passionate about making a difference.
Challenge: tell the story of GreenTree, attract the right people to join the team that will contribute to the ongoing success of the programs, highlight the different locations and positions.
Solution: profile the people of GreenTree through video assets and social stories, define the right channels to reach the ideal audience, build a waitlist of candidates to source in the future, create educational and relevant video content to use in upcoming years.
Twin Creek Media has been an invaluable partner to GreenTree Programs. Their innovative strategies and dedicated team have significantly enhanced our online presence and community engagement. The collaborative spirit and creative solutions they bring to the table are truly commendable. Jesse Van Grunbaum, Executive Director, GreenTree Programs
Results
9
Advertising Channels
Finding the right people started with the right communication channels. We cast a wide net and then narrowed the channels based on real data to continually improve efficiency.
54
New Team Members
The initial goal of 36 new hires across 18 months was quickly surpassed within the first 12 months. This meant GreenTree could scale back its marketing efforts and focus on internal operations.
40%
More Effective Process
Another happy realization was the percentage of people who moved from interview to hire. What does that mean? Our audience targeting and podcast series were spot on—the right people saw, learned about the opportunity, and took action.
Project story
Jesse knew that if he could only tell the GreenTree story compellingly, he would attract the right people to join the team.
It wasn’t about selling the services; it was about selling the roles needed to deliver those services.
The team at GreenTree wanted to be involved but didn’t know where to start. A bucket full of ideas, but unclear what strategy to use or how to execute. Enter Twin Creek Media.
The initial conversations were key in this partnership. From the start, Twin Creek needed to understand the entirety of GreenTree’s programs, the challenges within the sector, and how success would be measured and achieved. Step by step, starting with a Marketing Roadmap, Persona development, competitive analysis, and website updates, set the foundation.
Vital to the campaign were the team's video testimonials—a series of engaging content pieces delivered across all channels. These real-life stories and experiences helped connect potential candidates to the true versions of the roles and to GreenTree as an organization, setting a very clear expectation of what it would look like to be in the industry.
The campaign was a great success. Roles were quickly filled at all three locations, and the results enabled GreenTree to pivot its marketing strategy. An 8-part Podcast Series (The GreenTree Way: Careers in Care) was developed to get the business assets to lean on for the upcoming years.
Services provided
map
- Baseline Website Performance
- Competitive Analysis
- Google Keyword List & Rankings
- Goal Setting
- Annual Marketing Budget & Projections
- Customer Personas
- Monthly Marketing Campaign Development
- Value Proposition & Messaging
- Advertising Templates
- Action Plan
make
- Website Design + Updates
- Testimonial Videos
- Social Media Setup + Optimization
- Job Directory Building
- Podcast Series
move
- Search Engine Optimization (SEO)
- Social Media Management
- Google Ads
- Recruitment Campaign
- Performance Reporting
