#madeindigital

uxplore: Coventry Uni

Coventry University Employ A Powerful Digital Marketing Strategy to Unleash Innovation Among Thousands

Services used on this project:

PPC Organic & Paid Social Media Content Digital PR Conversion Rate Optimisation Design & Web Development Email Marketing Influencer Marketing

18%

open rate with email marketing

134+

inbound leads to the business

60+

businesses attended the Digital Hub launch

Project Overview

Multi-faceted marketing strategy, utilising a variety of digital marketing touchpoints for immediate exposure

Use of Digital Access to lean into the most fruitful channels and push behind them once identified as a key converting channel

Evaluating the performance of the website, analysing customer journey and configuring a solution to engage, retain and convert visitors

The Project

Company

Funded by ERDF and Midlands Engine, the initiative supported SMEs in Coventry & Warwickshire to pilot new products, services, and business models by harnessing broadband, WiFi, 4G and 5G connectivity.

Problem

As a new project with a limited duration, uxplore needed to get in front of as many people as possible to hit the objectives set out by ERDF, which were based largely on the number of participants and how much of the initiative they took advantage of.

Solution

To support Coventry University in enabling the project to come to fruition, we bolstered their demographic approach by creating customer profiles for the prospective market. This was delivered to their Business Innovation Development Manager to present as part of the ERDF application for the initial project funding, which was subsequently won and facilitated the implementation of the uxplore project.

Backed by this research, we kick-started the project by producing an informational website to act as the digital vehicle to provide more information to audiences and encourage users to interact and get in touch with the project or apply.

Utilising all marketing arms, our team of specialists collaborated in each area to create a dynamic and harmonious multi-channel approach to campaigns. We mapped out the entire customer journey and the scheduling and configuration of multiple touchpoints to engage and excite potential attendees. These resulted in the following digital marketing campaigns:

Targeted email campaign, advertising uxplore workshops to a configured database, reaching the inboxes of over 4,000 targeted business owners.
Geo-targeted Competitor Display Campaign aimed at competitor website visitors, placing our ads in front of these users across the Google Display Network (GDN).
Geo-targeted Interest Display Campaign aimed at those with interests in technology, 5G and Networks.
Remarketing Display Campaign targeting previous visitors to the uxplore website to draw them back to the site.
Organic Social media posting regarding event dates, technology topics and news, guest speaker announcements etc.
In-feed Carousel Service Ad via LinkedIn, placed within the feed of our specified audience, outlining the services uxplore offers.
PR article writing for third party partners, such as Vodafone, celebrating the launch of the new Digital Hub.
LinkedIn Outreach campaign, connecting to and inviting relevant connections based on job role and location to uxplore events.
Evaluation of conversion rate and how users were engaging with the site, what could be improved to elevate UX and conversions, and implementing our findings via content, imagery, web design and development of additional features and functionality.
Testimonial capturing via videography and written content.
Blog article and news writing for uxplore events.
Influencer marketing via guest speaker social channels.
Visual content production, employing photoshoots and videography to capture sharable content of both the Hub and the activities offered and give tangible insight into project support offered by uxplore.
Graphic design for exhibition event stands and internal graphics, posters and wayfinding material.
Streamlining the application and engagement process to encourage more signups.

The Results

Benefits of proposed solution

As a dynamic marketing strategy, the team were able to implement numerous campaigns via multiple touchpoints and lean into the highest converting areas of the strategy. We generated brand exposure to our target audience, quickly creating high volumes of awareness and website traffic.

By raising awareness of the project, its offering, activities, and the support available for businesses, and by sharing the experiences of those already taking full advantage of the project, we created strong marketing messages that were harmonious in their approach across all channels. This is important for a new brand and project, where launch to market and advertising in volume via multiple streams generates awareness quickly and piques interest to explore the services further.

Achievements

Over 134 inbound leads to the business
Over 60 businesses attended the Hub launch event
Engaged and relevant traffic converting via the website by getting in touch and downloading application forms

Channel breakdown of performance

Over 230,000 impressions from LinkedIn Ads
Over 939 clicks from LinkedIn
PPC produced over 5 million impressions
PPC produced over 50,000 clicks of ads on the display network
PPC over 15,000 new website users
PPC spend of £1,250 meaning CPC averaged at less than 2p
Email marketing open rate of 18% targeting over 4,000 business owners per campaign