TRC Media
TRC Media is a renowned training provider for individuals and businesses in the broadcasting industry in the UK. TRC media is a non-profit organisation that was founded in 1998 and is now supported by Screen Scotland, Channel 4 and BBC Nations and Regions.
The Brief
TRC Media approached Dynam to create and manage a recruitment campaign to drive sign-ups to an online information event and encourage applications for a TRC Media training initiative called 'Reset'. This government-backed programme provided paid internships in the visual effects, animation, and games industries, with the purpose of positioning these industries as an exciting and stable career option.
Our Strategy
Audience Research
TRC Media wanted to attract new entrants to the industry with transferable skills. We conducted audience analysis on those with an interest in games, films, television, animation, and visual effects. We also conducted research into the industries that were highly affected by the Covid pandemic, such as retail, hospitality and tourism, in order to successfully target the desired audience.
Brand Identity
As part of the campaign, Dynam created a new brand logo for 'Reset' to help differentiate the two brands. We kept TRC Media's overall essence by retaining the original colour palette, but introduced a new font and logo that emphasised the stability of working in the visual effects, animation, and games sectors. These brand elements were then included into the campaign's video and photo assets.
The Campaign
Phase 1
The first phase of the campaign encouraged people to sign up for the online information event and express their interest. We used this as an opportunity to conduct A/B testing on elements such as copy and sign-up methods to determine how the audience responded with the campaign.
Phase 2
The second phase promoted applications, and we used our first-phase learnings to guarantee that best practices were improved. Dynam created and managed a sponsored campaign targeting job seekers across various social media channels as well as Google search and display.
The Results
The campaign generated over 1,200 link link clicks and reached over 150,000 individuals in total. TRC Media met their goal of 200 signups for their online information event and filled all of their internship placements with companies like Rockstar Gaming.
