"Where are high-potential candidates plentiful, and why aren't they applying?"
From regional potential to the next postal area to activate
I built a geographic opportunity model that moved from regional potential down to postal-area priorities. It sized a 10,000+ person local audience opportunity and flagged the underperforming areas for recruitment focus.
Potential everywhere, applications somewhere
The organization needed to know where lookalikes of its priority audience were plentiful but applications were not arriving at a comparable rate. Recruitment resources are limited, so a province-level answer was too broad to act on.
Author of the region-to-local story
I developed the analytical story from broad geography down to local activation, compared applicant and successful-applicant patterns, refined the slide logic, and turned the findings into a prioritized recruitment-opportunity narrative. This sat within a wider program that also delivered 16 persona profiles across two language markets.
How it was done
- Quantify
Size high-potential lookalike populations for the priority target group.
- Locate
Compare lookalikes with actual applicants at provincial, municipal and postal level.
- Drill into one city
Focus on a single high-potential market to make the opportunity concrete.
- Compare three postal areas
Separate areas with healthy applicant traction from those with weaker activity.
- Keep potential separate from outcomes
Present opportunity sizes as potential, never as recruitment results.
Quantify, locate, act
Abstract hex geography. Step through the levels or let it play. Hover any cell or bar.
View as table
| Postal area | Lookalike potential (index) | Application activity (index) | Read |
|---|---|---|---|
| A | 100 | 92 | Healthy traction |
| B | 88 | 41 | Activation priority |
| C | 81 | 35 | Activation priority |
What the numbers say
High-potential prospects sized in one local market. This is an opportunity size, not a recruitment outcome.
VerifiedPostal areas compared: one showed healthy traction and two showed weaker application activity.
VerifiedPersona profiles delivered across two language markets within the wider program.
Owner-confirmedLevels of geography connected into one story: province, municipality, city and postal area.
Owner-confirmedFigures use approved public wording: rounded, generalized or indexed so no client can be identified. Evidence standard
The value created
High-level audience potential became specific locations where outreach and conversion efforts can be tested. Potential population is kept clearly separate from realized applicant outcomes, which makes the story easy for non-technical audiences to follow and to act on.
What this means for you
Need to know where to put limited field, media or outreach budget?
I can size your audience opportunity, locate it down to local areas, and show where interest is high but conversion is not, so every campaign starts with a map of where it is most likely to work.
Confidentiality note: this case study is anonymized. The sector label is generalized and there are no client names, proprietary templates or source screenshots. All visuals are rebuilt with synthetic data that keeps the analytical concept but none of the original values. Contribution is described with specific verbs (owned, designed, developed) because this was delivered within a wider team.