Next Stage for Fostering.
Integrated fostering recruitment campaign
Thechallenge.
Next Stage for Fostering appointed Rumpus to deliver an integrated SEO, PR, paid and organic social strategy, with the overarching aim of increasing awareness of the agency and generating enquiries from potential foster carers in the local area.
Our objectives were to drive warm, marketing-qualified leads through paid channels for the Next Stage for Fostering team to review and convert, while increasing positive brand awareness and positioning the agency as the best option for potential foster parents locally. We also wanted to showcase the agency’s key differentiators against competitors and improve the technical performance and optimisation of its website to increase organic visibility and traffic and provide a seamless user experience.
Insightand strategy.
Our strategy brought together SEO, PR, paid and organic social to build awareness of Next Stage for Fostering, communicate what sets the agency apart, and ultimately encourage more people to consider fostering with the agency.
For social media, we developed four strategic content pillars – success stories, myth-busting and information, community and support, and career and lifestyle benefits – giving Next Stage for Fostering a consistent framework for communicating the different sides of fostering.
For PR, we identified an opportunity to combine the ongoing need for foster carers in the UK with the real experiences of existing foster carers. This gave us a way to raise awareness of the need for more carers while demonstrating the care, expertise and support available through Next Stage for Fostering.
Results
Video case studies created
MQLs generated
Social reach
Pieces of coverage
Ourexecution.
Our SEO activity combined ongoing technical and on-page optimisation, including strategic improvements to metadata and keywords, updated website navigation, structure and internal linking, stronger calls to action and local SEO improvements. We also developed new optimised pages and website functions, including a chatbot and quiz, to improve user experience and support conversion.
Across organic social, we created and consistently shared engaging content aligned with the four strategic content pillars. This was supported by a Meta paid campaign using a wide mix of messaging to introduce Next Stage for Fostering, its services and USPs to new audiences in the local area and drive them to the website to find out more.
For PR, we used five unique fostering case studies showcasing the diverse backgrounds and stories within fostering to target local press across the North West. These opportunities focused on positioning Next Stage for Fostering as a leading option for potential foster parents locally, spotlighting the care and expertise within the team and encouraging more people to find out about becoming a foster carer.
Measurableimpact.
The integrated campaign generated 45 marketing-qualified leads for the Next Stage for Fostering team, alongside 4.3K website link clicks and a reach of 88.2K. Our PR activity secured 12 pieces of coverage and interviews on ITV Granada and Bolton FM, helping to raise the agency’s profile and bring the need for foster carers to a wider audience. We also created five video case studies and built two new online tools for the website, providing Next Stage for Fostering with valuable content and resources to continue engaging and converting prospective foster carers.