Campaign: Magnet Migrant Attraction
Client: Department of Labor, Immigration New Zealand
Agency: Rapport Advertising and Marketing
Facing a national unemployment rate of only about 4% and tight labor shortages in key IT, engineering and healthcare fields, Immigration New Zealand, a division of the country’s Department of Labor, Began in 2007 to plan a campaign to draw overseas skilled workers to relocate to the country, targeting the U.S. and the U.K
Search and online marketing got Immigration New Zealand’s Magnet campaign more than 42,000 registrants from October 2007 to April 2008. (See the profile of Magnet’s award-winning search campaign here.) But targeted e-mail turned those registrations into 913 visas for landed skill-worker immigrants so far, with more in the pipeline.
Within 72 hours of opt-in, each online registrant received two e-mails: one a “welcome” letter about New Zealand living and working, and another tailored to their profession, age, experience and home country.
Applying analytics tools to the several Web sites that housed pay-per-click landing pages, Rapport was able to determine what content was most interesting to potential migrants: namely, employment opportunities and visa information. Eighty customized versions of a quarterly newsletter were produced. In eight job areas, the campaign also mailed sector-specific letters listing actual employers.
On average all these e-mails got a 55% readership, with one-quarter of those engaged enough to submit a resume or job application. Altogether the Magnet campaign delivered registrants for NZ$15 apiece, and in some job subgroups for NZ$9 each—far below the pre-campaign cost of $1,000 per registration.
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