GL Assessment
GL Assessment was set to launch a digital version of its trusted WellComm Toolkit, which is used to identify and support children with speech and language delays.
The paper version of the toolkit is well known in local authorities and by health visitors and early years practitioners, but less so amongst primary schools. We were brought in to shape a carefully tailored campaign to convince primary senior leaders and teachers to sign up for more information and create a buzz around the launch of WellComm Digital.
“This campaign generated so many leads, we had to outsource them to a telemarketing agency. The team at The Influence Crowd were fantastic to work with on this project.”Lindsey Kavanagh
Primary heads and teachers are time-poor and school budgets are tight so a straightforward sales and marketing campaign to promote WellComm Digital simply wouldn’t hit the mark.
Our aim for the campaign was to highlight the very real impact of hidden communication delays on children’s early development and learning, particularly in the primary years. This would create desire for the digital toolkit, which offered a quick and easy way for non-specialist staff to assess children’s speech and language and start to help straight away.
We targeted two distinct audiences. The primary school audience, which was relatively new to the WellComm Toolkit, needed a compelling reason to consider using it. For those customers already familiar with the paper product, we wanted to emphasise the additional benefits of the digital version to encourage people to move.
Content was created specifically to highlight the challenges of identifying hidden speech and language needs in primary schools. By-lined by one of GL Assessment’s WellComm specialists, the content included practical strategies teachers could start using immediately to help their pupils, plus a link to a dedicated WellComm Digital Launch landing page where visitors could find more information and sign up for a call back from the GL Assessment team.
A social media ad campaign was launched on META, LinkedIn, and X to raise awareness of the brand, promote the content and drive visitors to the website. Content was also repurposed as text and image social posts, including an infographic promoted across the company’s channels.
We wanted to drive customers who were already engaged with the brand to the WellComm Digital landing page too, so we created a series of marketing emails, which included quotes from WellComm Digital pilot case studies. These contributed to growing interest in the launch of the new product.
The campaign delivered a huge number of direct leads, which resulted in a surge in sales conversations and new business opportunities. There was significant engagement on the company’s social channels, with ad shares, saves, and comments as well as an uplift of followers
Scroll down for the full results and impact of this campaign 👇
850 leads generated
Over 300k new visitors to the website
Nearly 10K visitors to the blog and product landing page
Social ads seen 1 million times, generating over 100 new followers
Hundreds of valuable new leads for future marketing
Increased awareness of WellComm Digital
