Program Recruiting

In 2006 the Walt Disney Company needed to transition from their print-and-mail college recruiting program to online tools.  The cost per acquisition was too high, and growing, and the tracking metrics were extremely limited.

The primary goals were to increase applications submitted and reduce costs, while the secondary objectives were to improve the application process experience, increase engagement, and collect actionable data.

A plan was put together to utilize email marketing, landing pages, and integrated gamification tactics to increase engagement.  A/B testing, and newly implemented metrics and data, allowed us to pivot to a different designs or communication strategy throughout the campaign.

The end result was a campaign that exceeded metrics by as much as 300%.  Applications tripled.  Costs were substantially reduced.  And the Disney College Program had metrics and a database of opt-ins to utilize for future marketing campaigns for other programs such as Disney Professional Internships.

Due to the success of the campaign, additional Disney programs sought to experience the same success.  Utilizing a similar framework and strategy, Disney International Program and Disney Meetings were able to generate similar success outcomes.