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CLIENT BACKGROUND AND CHALLENGE
Vaxcyte is a clinical-stage biotechnology company dedicated to (re)developing, manufacturing, and optimizing novel protein vaccines at scale. Their VAX-24, the broadest-spectrum PCV in US clinics, was granted the FDA Breakthrough Therapy designation. Once they’ve achieved regulatory approval, Vaxcyte must be ready for worldwide distribution. So, Vaxcyte needed to leverage those innovative breakthroughs and its reputation as an employer of choice in the biotech industry to boost traffic, engagement, and awareness.
Our primary challenges involved capitalizing on a hybrid awareness and action-driven campaign approach to improve engagement and capture qualified job applicants for Vaxcyte’s recruitment requirements at their Bay Area headquarters. At Symphonic Digital, we were challenged to build a media plan to deliver optimal performance with a more holistic media program that ensured measurable results and insights.
Solutions
Implemented
We started with a comprehensive audit of Vaxcyte’s website and media. Based on Symphonic Digital’s in-depth analysis, we recognized the importance of understanding the step-by-step progress of the job applicant's journey through the site. Our goal was also to deliver measurable results and insights, so we developed an HR Tracking tool, which the team used to track job openings and applicant data.
Our campaign ran from April to December 2023, with heavy-up flights. To meet and exceed Vaxcyte's desired results, we created a media plan that mixed Online (Paid Search Marketing and Display advertising) with Out-of-Home advertising in the San Francisco Bay area. We also partnered with online publications focusing on Pharma and Biotech to better reach its target audience of qualified job applicants.
As part of this targeted approach, we automated our Paid Search Marketing campaign with customized ad copy based on the current job openings in the HR Pipeline. So, job openings were constantly up-to-date, focused, and relevant for Vaxcyte’s recruitment priorities. We focused on driving qualified traffic for candidates interested in Biotech career opportunities or in the job market via Behavioral Targeting, Lookalikes, Prior Search History, and Remarketing.
We also used Out-of-Home advertising to build awareness among those just beginning their research into Biotech companies in the San Francisco Bay Area. With precise targeting and full-funnel tactics, our goal was to inspire interest in Vaxcyte's Biotech career opportunities by active job seekers. We monitored, measured, and optimized the campaign to ensure we reached and converted targeted ideal candidates in the broader San Francisco Bay Area Biotech community as well as future Biotech searchers. We focused on driving awareness and consideration for Vaxcyte with strategically placed OOH advertising via proprietary location targeting, custom audience segmentation, conference geofencing, retargeting, and device targeting.
Results Achieved
112.38%
$2.12
57.5%
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CLIENT FEEDBACK
"Our strategic partnership and the execution of a comprehensive Paid Media Marketing strategy with Symphonic Digital have catapulted Vaxcyte’s recruitment and engagement efforts to new heights. The dramatic increase in traffic and engagement further demonstrates why it’s essential to have an experienced and results-driven partner to rely on.”
Lessons Learned and Future Plans
Importance of Market Analysis:
Conducting thorough market analysis is crucial for effectively targeting the right audience with compelling messaging.
Continuous Monitoring and Adjustment:
Regularly monitoring campaign performance and adjusting strategies based on needs and market conditions ensures better visibility and engagement.
Dual Focus on Traffic and Brand Awareness:
Balancing the drive for qualified traffic with efforts to increase brand awareness can achieve both immediate and long-term goals.
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