Due to the COVID-19 pandemic, The National Council canceled their annual event, NatCon, which was estimated to have 6,000+ attendees. This recruitment guide was to assist attendees to find new job opportunities. AD space in the recruitment guide had already been sold and find a solution to keep that revenue and help employers find the qualified candidates.
To maintain a positive ROI from the printed guide, The National Council and Web Scribble decided to pivot and turn it into a digital recruitment guide. An aggressive digital marketing campaign was created and implemented across multiple platforms including social media, email, and promotion on their website.
With a digital guide, The National Council was able to expand their reach through social media, email newsletters, and website visitors beyond the 6,000+ attendees. This digital guide is a piece of evergreen content The National Council can use and refresh as often as necessary. Beyond that, the digital recruitment guide is an eco-friendly and cost-effective alternative.