Brief: Employer engagement campaign to drive awareness of a breakfast event detailing funding opportunities for businesses in and around Birmingham:

• Design and creation of targeted email campaign to key personnel
• Online booking management
• Writing press releases in response to campaign developments.

Approach: This campaign required careful management as we had to engage the support and services of businesses across Birmingham and Solihull, mainly through cold contacts. This dictated the design tactics we employed, i.e. email templates that grabbed the viewer’s attention and transmitted the key messages straight away. We knew that monitoring the campaign was important to ensure a reliable estimate of attendee figures for the event, and we designed and managed the online booking page.

Our in-house copywriter and proofreader created press releases in the run up to the event, and even conducted telephone interviews for case studies, to create unique copy for online use and the press releases, aware that it was essential to SEO. The account manager for the project attended the event on the day to disseminate printed literature we’d created to strengthen the online content. Attendee feedback indicated that the confident online engagement campaign had secured their attendance on the day and encouraged 46 businesses to sign up to the placement scheme.