November 2015 portfolio

The Brief
To create a content-driven marketing campaign to both launch
their new appraisal management training module, and to help
them articulate the unique difference 3gHR can offer clients.
Our approach
The market for learning and development services is a cluttered
one – yet most of the industry campaign activity looks and feels
very much alike, characterised by “me too” imagery and
content. We knew that for the campaign to be a success, we
needed to cut through this. We developed three distinct creative
routes, from which one was chosen.
The approved route incorporated a new typographic style and
added a personal touch to the campaign. The new strapline
“Empower, don’t Impose” was incorporated into all 3gHR’s new
campaign materials and templates.
What we delivered
• Set strategic direction
• Purchased media & data
TArgets
• The target was 20 registrations for 2 x taster events – the
campaign achieved 40 in 5 days!
• 8 x meetings with new prospects (now achieved 18)
• Improved social engagement – 10 new LinkedIn followers and
43 clicks from 1 post), improved engagement on twitter,
visible improvement on Google Analytics (traffic up 45%, 334
unique visitors to campaign landing page in last 10 days,
bounce rate down 15%)
the future
3gHR have since launched a further module, Vital Manager, with
an even better return on investment, as much of the campaign
collateral was based on templates and the approach set for the
transforming appraisals launch.
3gHR have since retained BH&P’s managing director, Becky
Holland as their outsourced marketing director, working for them
for a few days every month as a key member of the leadership
team.
• Developed integrated campaign including 24 emails to 7
segmented lists, LinkedIn sponsored activity, organic twitter
and FaceBook activity, banner ads, newsletter, event,
content including blog posts, articles, case studies,
infographic
• Launched new “not a newsletter”