Limerick and Clare Education and Training Board is the state education and training authority for the Limerick and Clare region. Piquant developed and managed a campaign to promote further education and training opportunities, targeting audiences in Limerick and Clare through multiple distribution channels and platforms.
What we did:
- Concept Development
- Campaign Strategy, Scheduling & Placement
- Social Media Graphics & Animations
- Video and Photography Production
- Graphic Design for print & OOH
- Cinema & Radio Advert Production
CONCEPT DEVELOPMENT — Piquant developed the ‘Find the Best in You’ campaign concept, showcasing the extensive range of opportunities available to learners through Limerick and Clare ETB. The campaign celebrates the opportunity to try new things and learn new skills. The tone of the campaign is one of empowerment and encouragement that champions learners to try new things and be their best.
FINDING THE BRAND STORY — As part of the concept development, it was important to identify the story in our campaign message. We developed the Find the Best in You concept so that it could be easily translated into multiple content types and across our marketing platforms, from radio to cinema, and native social to online advertising. The campaign concept follows learners on their journey to find the right course for them, celebrating their story and achievement through video, photography, voice-over, copywriting and graphics.
AIMS AND OBJECTIVES — The overall objective of this campaign, to promote further education and training opportunities to target audiences in Limerick and Clare through multiple distribution channels and platforms, was achieved through the realisation of three key campaign aims:
- Promote Further Education and Training as a pathway after school
- Drive relevant, engaged website traffic with a low bounce rate to the website learningandskills.ie
- Generate applications and enquiries through email and phone enquiries
CAMPAIGN MANAGEMENT — We developed an integrated campaign strategy to ensure a cohesive message across multiple marketing channels, with a strong visual identity, a clear copywriting style, and effective photography. We outlined the purpose of each marketing channel, segmented the target audiences, and developed campaign initiatives to be carried across the identified channels. We translated the strategy into a day-by-day campaign schedule which detailed the activity planned on each platform, on each day in the campaign.
We managed the placement of all organic and paid content across social and digital platforms throughout the campaign. Once the content was placed, we actively monitored all results on social and digital, tweaking where necessary. We provided regular analytics for each platform and at the end of the campaign, we produced a detailed designed report which reviewed and analysed the campaign.
CONTENT CREATION — We created an extensive suite of campaign graphics for social and digital platforms, including video content, branded cover images, weblink ads, animated display ads, photography and motion graphics. The content was produced in the appropriate formats, sizes and video lengths for each channel (Instagram, Insta Stories, YouTube pre-roll, Google Display). In order to create a cohesive campaign experience for audiences and to ensure a consistent brand message a campaign landing page was created on the existing website. We designed bespoke web graphics for the website which completed the 360 degree campaign experience for audiences and maximised the effectiveness of the sales funnel.
CINEMA & RADIO ADVERTS — We produced radio and cinema adverts following the journey of learners exploring opportunities at Limerick and Clare Education and Training Board. Our video production work included concept development, script writing, shooting, editing, voice-over recording and motion graphics.
OUT OF HOME & PRINT ADVERTS — We designed out of home advertising that included 48 sheets, 6 sheets, and bus exteriors. In accordance with the integrated campaign distribution, Piquant designed the creative for a series of print ads in a variety of formats for regional newspaper placement.
RESULTS & OUTCOME — As a result of the integrated cross-channel distribution strategy, LCETB saw a significant increase in course enquiries by phone, email and contact forms. By distributing the campaign across multiple marketing platforms, we were able to reach a wide audience on appropriate platforms and generate real results for Limerick and Clare ETB. The Find the Best in You campaign was shortlisted for the Best Distribution Strategy at the Irish Content Marketing Awards 2020.
