COMMERCIAL LEAD GENERATION CAMPAIGN

Transcription

1 COMMERCIAL LEAD GENERATION CAMPAIGN

2 Challenge Havas People have worked with Nottingham Trent University since 2011 to provide marketing communications services including media planning and buying, design and creative services and market insight. Nottingham Trent University provided us with a challenge of designing a creative marketing solution to support their commercial lead generation direct marketing campaigns. This was to promote evaluation and in-company/continuing professional development to a commercial audience. The key objective was to support NTU s commercial campaign themes by raising awareness of their evaluation service and in-company/cpd offering to new audiences; generating new leads for commercial activity at NTU, and ultimately generating additional commercial income for the university. The creative used previously and the activity to date had been limited and NTU were looking for a fresh approach now that the commercial strategy and structures were more defined. It is a competitive market, not only from other university commercial teams but also competition from private sector providers such as consultants or training firms.

3 Solution We prepared a number of creative solutions to meet the brief. The visual look clearly sets out the value you bring to those organisations that you work with: offering not just a new perspective, but a renewed sense of purpose, a more motivated workforce and a clear direction. Our headlines focus on actual case studies, while our strapline reinforces what NTU did for these organisations, bringing: Clear and direct - gets across the core benefit for organisations that work with you: Positions them away from the competition - Design a very clean, crisp and iconic design using colours from various NTU departments to highlight the wealth of knowledge available to a potential business or organisation.

4 In-company headline 1 Evaluation headline 4 Evaluation headline 7 We ll give So you can ensure you a better better outcomes understanding tomorrow. Long-term thinking. That s the key today. to success. And that s exactly what we ll support you with. Our flexible, responsive and bespoke evaluation services won t just help you understand your organisation right now; they ll help you to improve it for the future too. Discover how our evaluation services could help you do even better at or call Spiral wanted They discovered a way to a better help others see it too. Spiral asked us to carry out a full evaluation of their understanding services. They wanted to know exactly how effective their support for bereaved children in Nottinghamshire of their was. We provided them with the information they asked for and helped them use it in the public arena too. impact. Discover how our evaluation services could help you do more at or call Kentz wanted We developed a course one that also that would bought them together. create future leaders. We didn t just create a course. We built one that s of world-class standard and that gives students the opportunity to establish strong links benefiting them and the company s future. Discover how our in-company services could transform your future at or call Evaluation Web Banner 1

5 Success The campaign landing page received 1,931 views from campaign activity. There were direct enquiries to the Business Innovation team. Feedback from the Programme Leader BLSS, has been very positive: I think the evaluation theme hit a very timely chord - I have had several approaches in the last two or three weeks on this particular theme - and while it is difficult to prove - some undoubtedly stem from the campaign. Results for this campaign have been difficult to measure as a number of methods have been used and this was the first year of launch. What we can say is that the Campaign landing page received 1,931 views and strong leads have been generated, there has been a number of opportunities for further promotion and a significant increase internally for volunteers for projects. As this was the first year of active promotion, the campaign was more focussed on brand building and encouraging internal engagement. The objective of setting the foundation to build on learning for future activity was achieved. FOR MORE INFORMATION CALL Havas People 2016