Conversion rate increased by 15% in 5 weeks

30 May 2009

Corporate College had an exciting message for businesses fighting for survival in the tough economic climate and needed to spread the word fast.

It was the boost many companies had been crying out for - easy access to a £3.6 million programme of 100% government funded practical support and employee development. The innovative scheme had been put together by Derby based Corporate College, a dedicated business support organisation. A short, sharp campaign was called for that would increase awareness and generate leads.

The relief was to be parachuted in where it was most needed without the endless form filling and paperwork usually associated with Government funded schemes.

Based upon this core message the ‘no red tape’ campaign was built and within days of appointment a rigorous marketing, advertising and PR campaign was underway promoting the scheme through a series of seminars and the website www.noredtape.biz.

Within 5 weeks of the official campaign launch

  • Over 7,000 businesses had been contacted with emails 
  • 721 businesses had been spoken to via telemarketing 
  • More than 250 business owners and senior managers had attended one of the three events organised 
  • The campaign was featured on BBC regional news, local radio and several regional newspapers 
  • The website received 119 requests and conversion rates for calls to appointments rose from 3% to 18%

The campaign was designed to drive the target audience to a dedicated website – http://www.noredtape.biz. where they could register their interest and book places at a series of three launch seminars held across the East Midlands. Hard-hitting advertorials were placed with the principle daily newspapers for each county and press releases were sent to all major media outlets. This successfully generated regional print, radio and BBC TV coverage. Mobile billboards travelling between London and the Midlands, and parked outside each seminar venue, strengthened the message even further.

The seminars, attended by more than 250 businesses, provided a platform to announce and explain the programme but also gave delegates the chance to hear from a range of business professionals offering sound advice on how to beat the economic downturn. A newsletter included in the delegate pack emphasised the programme’s benefits through the use of industry specific case studies.


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