ABOUT

ABOUT THE PROJECT

Foster4 is the first ever government-backed recruitment initiative created to transform how foster carers are recruited across multiple local authorities — in this instance, across Cheshire and Merseyside.

Historically, each local authority ran their own recruitment campaigns in isolation, with inconsistent messaging and varied results. Foster4 brought eight councils together into a single, unified service — including Cheshire East, Cheshire West and Chester, Halton, Knowsley, Liverpool, St Helens, Warrington and Wirral.

Swype® was appointed to lead the development of a joined-up digital strategy for this newly formed network. Our task? To deliver a clear, consistent campaign that could cut enquiry costs, engage at scale, and reach the right people — all while competing with better-known IFAs offering stronger financial incentives.

THE CHALLENGE

Foster4 had previously run digital campaigns through individual councils, but these efforts were fragmented and inconsistent. There was no shared tracking, no unified message, and no data-led funnel to guide people through the long, complex decision of becoming a foster carer.

We were asked to change that — to design a performance-focused campaign from the ground up, one that could scale across eight boroughs and stand up to IFA competition, all without diluting local impact or message clarity.

THE WORK

We launched with a performance-first strategy rooted in lived experience and data.
• On Google, we used borough-specific PPC campaigns targeting high-intent search terms, supported by conversion-led landing pages shaped by real queries and search behaviour.
• On Meta, we avoided generic lead forms. Instead, we promoted qualified live info session sign-ups and educational content — turning passive interest into action.
• Messaging was shaped by interviews with real foster carers, helping us tackle common myths around age, lifestyle, or fostering eligibility.
• We repositioned Foster4 not by outspending IFAs — but by out-educating them. We made local authority benefits clear, consistent, and human.
• SEO began with a deep audit and technical fixes, followed by content improvements focused on search intent — especially early-stage users in borough-level catchment areas.

Every aspect of performance was tracked live, with real-time dashboards uniting all eight councils around shared KPIs.

THE RESULTS
• +128,000 landing page views driven through Meta and Google.
• +153 search keyword position improvements across borough-level terms.
• 169% uplift in CTR across Meta and PPC.
• 90% reduction in cost-per-website-visit compared to previous campaigns.
• 37M+ total impressions (12.8M Meta / 24.4M Google).
• 49.72% impression share on foster care keywords in key local areas.
• 116,000+ post engagements on Meta.
• Reach: 5.1 million people.

WHY IT MATTERS

Fostering is not an impulse decision — it’s personal, emotional, and often misunderstood. To succeed, we had to build a campaign that respected that journey. Our work shifted the entire digital approach to foster carer recruitment in the region — unifying eight boroughs, reducing waste, and creating a funnel that prioritised quality, not clicks.

By focusing on education, clarity, and intent-led messaging, we helped Foster4 connect with the right people — not just more people.