Case Study
CEIC Wales
Celebrating the Circular Economy
CEIC Wales helps organisations across Wales start their clean-growth journeys, leading the shift to a smarter, circular economy.
Encore was appointed in to provide a short burst of marketing support ahead of its next round of training programmes commencing in February 2024. With the Christmas shut-down pending, the programme needed to raise awareness among the public and third sectors – where CEIC Wales was already known – and introduce it to new participants in the commercial sector.
Objectives
- Raise awareness of CEIC Wales among new, commercial audiences
- Improve knowledge of the Circular Economy and why it is important
- Drive website visits that convert visitors into course delegates
Approach
Encore developed a multi-channel marketing campaign across analogue and digital channels focused on driving website visits. A bespoke landing page was created to help streamline the visitor experience, register interest, and track marketing channel performance.
The campaign included organic LinkedIn activity, supported by highly targeted paid LinkedIn campaigns, Google PPC and display advertising in hyper-local media aligned with geographic course-funding criteria. This was supported by remarketing, direct outreach to local business organisations and councils, and supporting media relations in local and business titles.
Results
In just two months, LinkedIn page followers grew almost 200%, with engagement increasing, and impressions demonstrating long ‘post life’ in newsfeeds.
A paid video campaign was viewed nearly 60,000 times, while a supporting InMail campaign demonstrated strong engagement.
24 pieces of editorial media coverage were secured across every council area of the Cardiff Capital and Swansea Bay City Regions, driving strong, attributable website traffic.
Google Pay Per Click campaigns were developed for each region, AB tested and honed in real time, with campaign efficiency (CPC) improving over the course of the campaign by 25% in Cardiff, and 46% in Swansea.
Display adverts also performed well in key media titles, delivering double the average ad performance for one website.
Crucially, the bespoke landing page attracted over 2100 visits in two months, supporting the team to fill the Cardiff course ahead of its official start date, driving Swansea course recruitment, and enabling the development of an ‘interested parties’ list for future courses.
