Strategic integrated marketing campaigns attract new clients for Maxima.

Maxima
Project
I love Mondays
Year
2018
Services
Digital Strategy, Print, Radio
Challenge

Maxima is a not-for-profit employment services and training organisation with a 30-year history, and is a leading provider for the Federal Government’s Disability Employment Services (DES) program.

DES was set up for people with a classified disability or health condition to access government assistance to find employment.

In May 2018, the Australian Government announced changes to the DES program, which included allowing participants to choose their own provider, as opposed to the previous arrangement where a provider was allocated to them.

Maxima engaged Fuller to help it increase awareness of Maxima as a DES provider and retain existing, and attract new, DES customers (employees) and clients (employers).

Strategy

Over the course of 2018 and 2019, Fuller developed two integrated marketing campaigns for Maxima.

The first targeted existing and potential participants in the DES program.

This campaign’s creative was built around the core message – “I love Mondays – Get working with Maxima”.

The second campaign – an extension of the first – targeted potential employers, for Maxima to place their DES employees with.

This campaign was built around the creative message of “The Employable Heroes”, focusing on the benefits of employing a person with a disability. The creative was brought to life through a photoshoot featuring a group of individuals with both visible and invisible disabilities.

Both campaign strategies included extensive print, outdoor, transit and radio advertising, in the key markets of Adelaide, Perth, Brisbane, Hobart and regional Victoria, as well as sophisticated digital marketing.

Media placement for each campaign varied, in line with the target audience.

Across both campaigns, digital marketing was used to increased awareness through Google Display ads and YouTube pre-roll animations. Facebook was used to increase engagement and awareness with each advert aimed at encouraging questions with the Maxima team.

The offline and online adverts drove consumers to Google, where Paid Search encouraged traffic to the Maxima website for more information and conversions.

In both campaigns, digital marketing was key in driving customer and client conversions for the campaign, working hand-in-hand with traditional media.

Results

Combined, the two campaigns have reached 13,095,177 individuals.

Overall traffic on the Maxima website increased by 53.70 per cent, and the website saw an increase in traffic for DES by 2,817.29 per cent and a 1,671.19 per cent increase in organic traffic for DES services.

Feedback from Maxima revealed that the KPI for new DES clients was met within the first six months of the campaign.