12 years of transforming lives
Brand
Canada Job Expo (CJE) has established itself as one of the most successful job fairs and career expositions in Canada. It is an ideal platform for everyone from motivated candidates looking to advance their careers to successful and growing organizations looking to hire key employees.
Today, it boasts of over 100+ quality in-person and virtual events to its credit and over 10+ years in existence – a very rare feat in the industry. CJE has helped thousands of job-seekers land their dream jobs and hundreds of organizations find their ideal employees.
Strategy
CJE partnered with us to conduct value proposition research, identify opportunities to align the brand experience strongly and then build the activation and communication strategy.
We initiated workshops and interviews with management and leaders which brought in additional perspective and helped us better understand how CJE was perceived by its primary audience – job seekers and potential employers. Especially for everyone from Canadian citizens to local and international students to foreign-trained professionals looking to advance their careers. CJE helps them upgrade their skills, accelerate their career prospects, and improve their overall quality of life. This helped us to position CJE as a brand focused on ‘changing lives and transforming futures’. It also perfectly aligns with the organization’s vision to empower candidates beyond just careers and help them leave a lasting impact.
Outcome
Success leaves clues. Becoming a trusted brand in the world does not happen by accident. Behind every successful brand, there is a deliberate brand strategy, a strategy born from a combination of inspired creativity and proven principles.
How it all came to life
Print, digital and social
Insights from brand research helped us understand what matters most to key talent segments, how they looked for jobs and what media they use. The foundational work conducted by the team provided the strong and consistent branding that aligned with the CJE vision. And continues to serve as a roadmap for effectively conveying who the organization is, what they do and why their efforts are valuable.
Key learnings and business impact
Canada Job Expo saw the value in expressing itself in a new and exciting way that was fundamentally rooted in research. Each message touchpoint reinforces CJE’s philosophy of “Putting Canadians Back to Work”. Today, candidates and employees are more engaged, the content is differentiated and compelling, and CJE enjoys significant leadership status in the Canadian career expositions industry.
Campaign Deliverables:
- Value Proposition Optimization
- A/B Testing
- Customized, Persuasive and Informative Website Content
- Highly Persuasive Print Campaign
- Highly Persuasive Landing Pages
- Optimized Conversion Website
- Social Media Marketing
- SEO
Scope of Project
- Brand Strategy
- Messaging
- Web Design and Development
- Digital and Printed Marketing Assets
- Marketing Brochure
- SEO Strategy
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