The Carnegie Centre of Excellence for Mental Health in Schools, Leeds Beckett University
The Carnegie Centre of Excellence for Mental Health in Schools, part of Leeds Beckett University, offers outstanding mental health training for schools.
When the government offered a grant to every school to train a senior mental health lead, a host of new suppliers entered the market wanting to secure their share of the grant. Competition increased rapidly and so Carnegie needed to standout to ensure senior leaders signed up to their courses and not anyone else’s.
Carnegie tasked us with securing 5,000 new leads for their courses and to attract 500 new social media followers over a 12-month period.
“Partnering with The Influence Crowd has transformed marketing and lead generation for us.”Rachel Bostwick
Rather than starting by promoting the courses themselves, we knew that we would get much more engagement from senior leaders if we focused on providing practical solutions to the key wellbeing issues they faced every day in school. This approach would also highlight the deep knowledge of the Carnegie team and their training partners to raise the brand’s profile.
We had to be innovative to make the budget stretch to a 12-month campaign. The best way to do this was to create a couple of well-researched guides and then reuse this content as infographics, articles in the press, social posts, videos and blogs to ensure a constant stream of content to the market to help drive leads.
After researching the issue, we discovered the key wellbeing issues schools were struggling with were pupils’ low-level anxiety and persistent absence. These would be the focus of our two guides.
We packed the guides with helpful tips and real-life scenarios that schools could instantly implement to address wellbeing in pupils.
We created a gated area on the web site and launched a highly targeted social media campaign to drive traffic to download the guides.
We suggested changes to Carnegie’s website to drive conversions from this content to the training courses. A comprehensive content plan was developed which included monthly social media posts, blogs, expert videos, infographics, emails and articles in the education press.
The results were phenomenal. We smashed through targets set for lead generation and more than doubled sales in the training courses.
Scroll down for the full results and impact of this campaign 👇
Over 1400 new social followers against a target of 500 (exceeded target by 180%)
Sales leads increased by 275%
Secured over 8,800 new qualified marketing leads against a target of 5000 (exceeded by 75+%)
Email open rates of over 30% vs 17-25% industry average, along with an average engagement with blogs of over 60%
Press coverage in education media including Schools Week, NASEN Connect and Bett.
Sales and coverage targets exceeded expectations throughout the campaign
