Richard and Sharron approached Claudia Watson Marketing in April 2015 with the desire to increase awareness of their company, onlyFE, in the Further Education sector. The service their digital recruitment advertising consultancy provided was hugely valuable and popular with their clients, but they weren’t sure how to take it to the next level and reach a larger audience to build their client list of FE Colleges.
We started by rewriting and tweaking the design of the onlyFE website. Like many business websites, it had been written by the business owners and it wasn’t entirely clear what they did for their clients. Don’t get me wrong – it really wasn’t terrible! – they simply hadn’t communicated the value of their service in a way that was easy for their target market to digest. So we kicked off the project by rewriting the site; making their USPs crystal clear, improving the navigation, and inserting more trust building factors (such as testimonials) as well as calls to action.
Richard and Sharron were keen to boost onlyFE’s presence in the FE space. They had opinions to share and wanted to get them out there, but weren’t comfortable blogging themselves. Plus they were plenty busy enough already – looking after their clients!
So we devised a content plan for the blog that covered topics the onlyFE team were passionate about, such as promoting the hiring of ex-military personele into FE and boosting the uptake of STEM subjects. We mixed this in with content designed to draw their target market to their website, such as hints and tips for FE professionals, and comment pieces on FE current affairs.
These posts were strategically shared across social media, with particular attention given to Twitter as the company had a strong presence there already.
The result of these activities was a huge growth in brand awareness, with their tweets receiving an average of 45,000 impressions each month, gaining the attention of (and retweets from) the Guardian and major FE news outlets. This generated a hefty amount of traffic to the website (on average traffic has more than doubled in the last year) and also helped boost the website up the search engine rankings.
The other key element in the onlyFE marketing plan was to stay fresh in the mind of their target market. So we started a monthly ‘best of the blog’ eNewsletter, which included the months blog posts, company news, new testimonials, and promotions for roles where appropriate.
We coordinated activities with a telemarketing company who ran campaigns for onlyFE so they could clean the data and gain feedback from the target market in the process, which proved highly effective.