Targeted & objective focused Digital campaign created, planned and implemented, driving awareness of the new business proposition
As one of the largest construction equipment companies in the UK, VP plc were well placed to launch a related training business. VP Groundforce was launched, to train construction teams on the vital safety techniques when shoring holes. A surprising number of deaths and injuries occur globally each year related to poor practices on construction sites, so the new proposition had real purpose, to develop an understanding across the UK workforce and get the attention of the people responsible for staff training within private and public sector organisations.
Wish Digital were approached to deliver a hard-hitting 6-month advertising campaign across multiple channels.
The perfect digital campaign
Before creating the campaign for VP plc we first had to get under the skin of the sector and understand what made potential customers tick - who were they, what challenges did they face and what will generate interest in the Groundforce Training proposition.
Our creative team produced 3 different campaign concepts - all of which the client loved however the chosen concept provided exactly the kind of approach desired - thought provoking and professional.
The Wish digital consultant then devised a strategy using the marketing concept created, which incorporated:
- Landing page design & build
- AdWords campaign set up (display advertising & remarketing)
- LinkedIn lead generation campaigns
- Email marketing
- Analytics configuration
We then set to work promoting the landing page and driving relevant visitors to find out more about the training VP Groundforce would provide.
What we've achieved
- Over 120,000 impressions to highly targeted, relevant audience
- 3.2% landing page conversion rate
- Strong sector awareness
- Re-usable campaign for future activity, saving investments costs