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Case Study

NC Biotech

Branded ContentDesignIntegrated CampaignMarket ResearchStrategyVideo ProductionWeb Development

The Opportunity

From vaccines to gene therapies, life sciences are changing the world, and North Carolina is at the center. However, rapid industry growth has created a challenge for life science companies to find talent. NCBiotech partnered with Capitol B to boost recruitment for the industry.

Desktop, tablet, and phone showing NC Biotech website

The Work

Leveraging the extreme market penetration of WRAL.com, we combined first-party data with compelling creative to build a jobs hub website that inspired, educated, and showed job openings.

Users take a quiz to see what life science careers they might enjoy, the jobs they would excel at, and then match those results to pay scales, certification steps, and job locations uniquely suited to them.

We also produced an ongoing collection of videos for the site that show the wide range of people and jobs in Biotech.

We ran an integreted campaign across WRAL platforms, as well as TechWire, Facebook, and Instagram.

We produced a series of branded content articles that brought the people and opportunities in biotech to life. Videos were paired with articles, giving interested users touchpoints across multiple mediums.

Graphic showing black and white photo of scientist looking through microscope over bright blue background with overlaying yellow and white sans-serif type
Phone showing NC Biotech website
Tablet showing NC Biotech website
Tablet showing NC Biotech website
Tablet showing NC Biotech website

The Results

42,000+ users
90,000+ pageviews
Users in 88 North Carolina counties
300 employment interest forms submitted by job seekers
5,000+ video views
50,000 article page views
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