NJ Office of the Courts Recruitment Campaign

Education and Government
Written By Alye Ancianis

April 2022-June 2023

Objective

Working with the NJ Office of the Courts, develop and execute a comprehensive, 12-month bilingual (English and Spanish) marketing campaign focused on recruitment that educates New Jersey’s diverse populations statewide about the Judiciary’s wide range of available job opportunities. The goal is to encourage potential applicants to seek and retain employment with the Judiciary. The campaign includes media buys that include billboards, transit, radio, digital display ads, streaming audio ads, video ads, and social media ads. 

Results

  • Created copy and graphic design for bilingual materials to appeal to a broad range of applicants

  • Comprehensive $1M outreach plan included strategically placed billboards, transit ads, traditional over-the-air radio and streaming audio ads, digital display ads, digital video ads, and social media ads over a 12-month timeframe. In total, Positive Solutions delivered:

    • Overall 10x increase in resume submissions statewide

    • Overall 12x increase in online job application views

    • In addition, our team implemented 3 one-month mini-campaigns to recruit for specific roles identified as high need by the client. These mini-campaigns resulted in: 

      • 12x increase in monthly resume submissions for Court Interpreter positions

      • 3.9x increase in daily resume submissions for Court Services Officer positions

      • 3.7x increase in daily resume submissions for IT Analyst/App Developer positions

    • 65.6M+ impressions via billboards placed in high traffic locations in Essex, Camden, Hudson, Mercer, and Passaic counties

    • 67.5M+ impressions via statewide signage on NJ Transit trains, stations, and platforms, as well as systemwide signage on PATH trains 

    • Over-the-air radio ads reached 42.6M+ listeners on the iHeartRadio & Townsquare Media network of radio stations statewide

    • 7.1M+ impressions on streaming audio and podcast networks with an average 95% Audio Completion Rate (ACR)

    • 15.7M+ digital display ad impressions with an average .22% CTR

    • 10.7M+ YouTube video ad impressions with an average 1.22% CTR

    • 1.2M+ impressions with an average 2.09% CTR on ads on Facebook & Instagram

Alye Ancianis
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