COMMITTEE SPOTLIGHT: Marketing – Marketing Committee Drives Job-Fair Attendance by 15%

By Kenneth Hitchner
The PSGCNJ Marketing Committee’s recent campaign increased attendance at its 2012 Job Fair by 15 percent.
More than 220 individuals attended the event on March 14 at Raritan Valley Community College in Branchburg, although the number of unemployed in New Jersey has dropped about 5 percent since last year’s job fair.
The Marketing Committee’s promotional campaign included:

• Published stories in the three PSGCNJ newsletters that preceded this year’s job fair.
• A 30-day campaign that used the job fair and increased exposure among attending hiring managers to motivate members into submitting or revising existing Candidate Profiles by March 8. (PSGCNJ allows its members to submit their own professional biographies that are distributed to area employers and published online.)
• Distributed three promotional, job-fair emails directly to PSGCNJ members via email, starting 10 days before the event.

Web-analytic reports underscore that key messages resonated with their intended audience. In the days leading up to this year’s job fair, 793 unique visitors recorded 2,596 page-views at http://www.psgcnj.org. Compared to the same time period last year, 549 unique visitors recorded 1,972 page-views.
In addition, the final bulk email, entitled “Envision yourself at a PSGCNJ Job Fair…tomorrow,” which was sent on Tuesday, March 13, drove the highest, single- day traffic to the organizations’ website in recorded history. In total, 209 unique visitors recorded 230 visits. In contrast, the second highest, single-day traffic occurred on Wednesday, March 9, 2011 when 123 unique visitors registered 135 visits.