Fareconnect

Fareconnect is a travel agency with partners, agents, and affiliates across Canada. They operate as both a full-service Travel Agency, as well as a Host Agency offering interested individuals the opportunity to become remote travel agents.

Fareconnect came to us because they wanted to increase their agent recruitment. They had tried their own recruitment strategy but were heavily relying on word of mouth and referrals. Because you do not need any certifications or experience to become an agent, we needed to find a way to target potential agents and recruit them.

Prior to working on any execution items we did an in-depth strategy project to learn about this industry, competitors, home-based agent/work opportunity offers, and market conditions. Once we completed the research component, we looked at Fareconnect’s current agent base to see if we could identity a target audience, which we identified 3; retirees, stay at home parents and those with a passion to travel. We conducted a Storybrand session for each audience to identity key demographics, value propositions and benefits to them. From there we were able to identify over-arching messaging as well as niche messaging for each audience. Using this information we created 3 landing pages; one for each target audience as well as ad campaigns to drive traffic to each page. Each landing page outlined the benefits of becoming a home-based travel agent to its intended audience and invited them to a live webinar where they could learn more information. In addition we offered a pre-recorded webinar option for those who didn’t want to wait for the live events. Those who chose the pre-recorded option were added to a drip campaign that followed up with them after with relevant information. Each audience had it’s own tailored drip campaign associated with it. Finally we created a tailored presentation for each audience that was presented at the live webinar events and a PDF Home-Agent Guide as a take away.

We manage various promotional initiatives for Fareconnect, such as a recruitment campaign that has tripled monthly agent sign-ups. Additionally, we coordinate promotional campaigns with travel partners like WestJet, Norwegian Cruise Lines, and location-specific promotions. Each of these campaigns involves creating dedicated landing pages and deploying advertisements across multiple platforms to maximize audience reach.