challenges

Fareconnect, a nationwide travel agency, relied heavily on word-of-mouth and referrals to recruit agents, which limited their reach. They needed to target potential agents who did not require certifications or experience, expanding their recruitment pool. However, they struggled to identify and reach the right audience for recruitment, which was hindering their growth.

approach

We started by conducting thorough industry research to understand market conditions and competitors in the travel space. This allowed us to identify three key target audiences for Fareconnect: retirees, stay-at-home parents, and travel enthusiasts. Using the StoryBrand framework, we pinpointed key demographics, value propositions, and benefits tailored for each audience.

This led to the creation of three very specific, tailored landing pages, each targeting a specific audience for recruitment. We launched targeted ad campaigns to drive traffic to each landing page and invited potential agents to participate in live webinars, with the option for pre-recorded sessions for added flexibility. Additionally, we took the personalization further by developing customized presentations for the live webinars and created a PDF Home-Agent Guide for participants.

Solution

Our strategic steps included:

• Market & Audience Analysis: Identified key demographics, behaviors, and online habits of potential agents.
• Storytelling-Driven Campaigns: Crafted messaging that resonated with specific target audiences, emphasizing the benefits of becoming a remote travel agent.
• Optimized Google & Meta Ads: Utilized strategic keyword targeting, compelling ad creatives, and audience segmentation to drive engagement.
• Landing Page Enhancements: Improved the speed, structure, and content of landing pages to increase conversions.
• Budget Optimization: Shifted spending towards high-performing ads while reducing expenses that were not performing.
• A/B Testing & Performance Refinement: Continuously tested different ad formats, headlines, and CTAs to optimize results.
• Social Media Strategy: Implemented the same campaign strategy across Facebook and Instagram to enhance visibility and engagement.

Key Takeaways

• Bigger Results, Smaller Budget: Despite a reduced overall budget, strategic refinements in targeting and ad spend allowed Fareconnect to triple their monthly recruit numbers.
• Precision Targeting: By focusing on retirees, stay-at-home parents, and travel enthusiasts, we generated higher-quality leads, resulting in more effective recruitment.
• Turning Recruitment Challenges into a Growth Story: Our targeted strategies and customized webinars addressed specific recruitment challenges, leading to significant expansion in agent networks.

With targeted marketing strategies and a deep understanding of their potential agents, Fareconnect successfully broadened its recruitment base and strengthened its network across Canada. This approach has prepared Fareconnect for sustained growth and increased market presence in the travel industry.