MELLEKA MARKETING

TMI Recruitment Report

Form Submissions Breakdown
August 1 - August 31, 2026

Overview

Total Submissions
224
August 2026
Meta (Facebook/IG)
179
79.9% of total
TikTok
45
20.1% of total
Cities Reached
19
+ 22 unspecified

Platform Split

224 TOTAL
79.9%
Meta Ads (179 submissions)
20.1%
TikTok Ads (45 submissions)

Submissions by City

Columbus
48
26
74
Lexington
27
27
Not Specified
20
2
22
Grand Rapids
11
9
20
Fort Wayne
16
16
Detroit
7
7
14
Philadelphia
13
13
Pittsburgh
10
10
Shippenville
6
6
York
5
5
Atlanta
3
3
Baltimore
3
3
Abilene
2
2
Fresno
2
2
Marysville
2
2
Other (4 cities)
3
1
4
Meta
TikTok

City x Platform Breakdown

City Meta TikTok Total % of Total
Columbus48267433.0%
Lexington2702712.1%
Not Specified202229.8%
Grand Rapids119208.9%
Fort Wayne160167.1%
Detroit77146.3%
Philadelphia130135.8%
Pittsburgh100104.5%
Shippenville6062.7%
York5052.2%
Atlanta3031.3%
Baltimore3031.3%
Abilene2020.9%
Fresno2020.9%
Marysville2020.9%
Concord1010.4%
Denver1010.4%
Medford1010.4%
Northern Colorado1010.4%
Orlando0110.4%
Total17945224100%

Submissions by Campaign

Recruit | Traffic [All Locations | AI Form]
Meta All locations consolidated
173
Columbus
TikTok City-specific campaign
29
Grand Rapids
TikTok City-specific campaign
16
No Campaign (Direct/Organic)
No UTM parameters
6

Submissions by Day of Week

Sun
37
Mon
45
Tue
27
Wed
38
Thu
31
Fri
19
Sat
27
Peak Day: Monday (45 submissions, 20.1% of total). Mondays and Wednesdays consistently drove the highest volume. Fridays had the lowest activity at just 19 submissions.

Submissions by Hour of Day

12a
1a
2a
3a
4a
5a
6a
7a
8a
9a
10a
11a
12p
1p
2p
3p
4p
5p
6p
7p
8p
9p
10p
11p
Peak Hours: 8 AM - 12 PM drove the highest volume (56 submissions, 25% of total). A strong secondary peak occurred from 6 PM - 11 PM (62 submissions, 27.7%). Activity stayed active around the clock, with even overnight hours (12 AM - 5 AM) contributing 30 submissions.

Daily Submission Trend

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
August 1 - 31 (dates along bottom)
Trend: Strongest volume in the first two weeks (Aug 1-13 averaged 9.2 submissions/day). Volume dipped mid-month (Aug 14-22 averaged 4.4/day), then partially recovered (Aug 23-31 averaged 5.8/day). Peak day was August 5 with 16 submissions.

TikTok Performance Deep Dive

TikTok drove 45 submissions (20.1%) across only 3 cities, running city-specific campaigns.

Campaign City Submissions % of TikTok Total
ColumbusColumbus2657.8%
Grand RapidsGrand Rapids920.0%
ColumbusDetroit715.6%
(Various)Not Specified24.4%
Grand RapidsOrlando12.2%
Total45100%

Meta Ads Performance Deep Dive

Meta drove 179 submissions (79.9%) across 18 cities using one consolidated "All Locations" campaign.

City Submissions % of Meta Total
Columbus4826.8%
Lexington2715.1%
Not Specified2011.2%
Fort Wayne168.9%
Philadelphia137.3%
Grand Rapids116.1%
Pittsburgh105.6%
Detroit73.9%
Shippenville63.4%
York52.8%
Atlanta31.7%
Baltimore31.7%
Abilene21.1%
Fresno21.1%
Marysville21.1%
Concord / Denver / Medford / N. Colorado42.2%
Total179100%

Applicant Quality Indicators

Previously Interviewed?

No (First-time applicant)
218
Yes, in the past
3
Yes, recently
2
Both past + recently
1

Key Stats

First-time applicants
97.3%
Returning applicants
2.7%
Avg. submissions/day
7.2

Key Insights

Columbus dominates: 74 submissions (33% of all volume) from both platforms. Meta contributed 48 and TikTok contributed 26. This is by far the strongest market.
Meta is the primary driver: 179 of 224 submissions (79.9%) came from Meta's consolidated "All Locations" campaign, reaching 18 different cities from a single campaign.
TikTok is concentrated: 45 submissions across only Columbus (26), Grand Rapids (9), Detroit (7), and a few others. TikTok runs city-specific campaigns vs. Meta's consolidated approach.
22 submissions had no city selected: 9.8% of applicants didn't specify a location. This could indicate form UX issues or applicants unsure which location to pick.
Volume tapered mid-month: First 13 days averaged 9.2/day, then dropped to 4.4/day from Aug 14-22. Consider refreshing creative or adjusting budget pacing to maintain momentum.
97.3% first-time applicants: Very low repeat submission rate (2.7%), indicating the campaigns are reaching fresh audiences consistently.

Recommendation: York, PA

Increase York targeting radius from 15 miles to 25 miles.

York generated only 5 submissions in August (all from Meta), making it one of the lowest-performing markets. York has its own dedicated campaign, so the low volume is not a budget allocation issue; the current 15-mile radius simply does not capture enough population to drive meaningful volume.

Expanding to 25 miles would pull in nearby metros including Harrisburg (~50K pop), Lancaster (~60K pop), and parts of Reading, significantly increasing the addressable audience. These surrounding areas have workers who may be willing to commute to York for CDL opportunities.

Action: Increase the York campaign radius to 25 miles and monitor closely over the next 2 to 3 weeks. Track submission volume, applicant quality, and whether the broader radius attracts candidates who actually follow through. If lead quality drops or no-show rates spike, tighten back to 20 miles.
Prepared by Melleka Marketing · TMI Recruitment Report · August 2026