The Skills & Growth Company is an arm’s length company of Cheshire East Council.
We were required to develop a high-level marketing and activity plan to promote the initiative. A key element of ensuring the programme was a success was our ability to identify eligible businesses and build an active database of prospects within the Cheshire and Warrington LEP sub-region.
Creating a launch strategy including the creation of a dedicated website, supported by an e-marketing campaign, we also needed to generate leads through telemarketing activities to prospect businesses to identify interest, check eligibility and progress applications.
Our specialist team created a series of seminar sessions, including branded support and marketing collateral in relevant formats that provided value and expertise. To monitor the success of the programme we were required to analyse and report participation and feedback to achieve KPIs and actively evolve the programme in-line with the digital landscape.
As the project was to be delivered over a two-year period we split the solution into three key phases to address short, medium and long-term objectives.
Short term, we focussed on planning and launch. This included lead generation with specific audiences and the identification of eligible businesses within the catchment area.
In the medium term, we focussed on delivery and amplification of the sessions. The key aim was to engage the audience and promote the added value to their organisation. This included the production of branded assets and print.
Long-term the focus was on achieving and reporting on the key KPIs required for the programme and providing a legacy to the programme. By creating online groups on social media, delegates could continue networking beyond the sessions under the Digital+ branding.
By breaking the delivery of the project down into key phases, we were able to rapidly build a substantial funnel of leads from the off-set. Utilising Social Media, Email and Content Marketing, we could directly address the audiences to create engagement and interest.