new contacts please!

Context

Business Link provides business advice to a growing number of companies. However, segments of the 24,000 strong local audience remain unaware of the services available at their finger tips. As part of a multi-agency team, e-scape media was commissioned to devise, execute and manage the online elements of a campaign to drive awareness.

Initial analysis demonstrated that whilst many micro businesses work successfully with Business Link on a regular basis, the real challenge is to reach the larger SMEs. Working closely with the in-house team and 'above the line' agency Factor 3, with whom we have worked for many years, we set out to agree campaign objectives, to develop the concept and set deadlines. Clearly we had much to achieve and were given four weeks to deliver.

Objectives

• Raise awareness of Business Link services
• Focus primarily on larger SMEs
• Contact 1000 directors with no prior contact with Business Link
• Promote direct contact with Business Link's team of professional advisers
• Grow the opt-in database of business owners and senior executives
• Re-affirm Business Link's status as the county’s number one source of impartial, independent business advice
• Increase traffic to the Business Link website

Solution

The centre of the campaign, a microsite, was designed as an 'expert system'. Our concept focussed on demonstrating the benefits of a relationship with Business Link to busy company owners. By asking a series of questions, it was able to return information specific to the issue facing the company owner and relevant to their sector, size and business type. Such information was reinforced by including invites to relevant Business Link events and further service information. This was delivered to every visitor as a personalised e-mail. Each e-mail contained links to further useful articles and information on the Business Link website – all driving traffic back to the website.

Working in partnership with Factor 3 is always a rewarding experience – the differences in our approach being as marked as the similarities of our values, which always pays dividends to the project. We created a cross-media campaign to drive traffic to this specially created microsite. Whilst our partners designed, planned and launched the direct mail and poster campaigns, we bought in contact lists, prepared and deployed rich media e-mail campaigns and of course designed, built and launched the microsite itself. It was a busy, but productive four weeks.

For further examples of the work we carry out, please contact us.