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A CASE STUDY
Renewable Solutions Lighting (RSL) supplied and fitted LED lighting to educational facilities in the UK after assisting the facilities in obtaining government assisted grants/loans for renewable energy schemes.
They approached us to modernize their digital presence and to find opportunities for B2B lead generation through digital marketing.
This is an industry that typically relies on face to face interactions at roadshows or using direct email marketing through the education sector's most widely used email marketing platform Sprint.
RSL had no social media presence, no up to date digital assets and no way of capturing leads online besides the contact form on their website.
Create a social media presence and start engaging with other organisations and their followers
Use content marketing to drive traffic to the website and increase awareness
Advertise pledge campaigns to onboard members into our email and donation funnels
Manage and maintain the members using email marketing
Utilise the Google Ads Grant to drive google traffic to our website
Devise and develop future campaigns for large donors to back
In This Together would 'launch' the organisation, and a book called 'In This Together' written by the co-founders, on 4th July 2020 with a pre-recorded event on YouTube Live.
During this time we have very little access to social media advertising due to the buildup of the 2020 US presidential election and ad's relating to politics being partially/completely banned by some platforms.
By the time of launch, after 2 months of our contract and having spent $1300 on various advertising campaigns, we had generated:
543
Social Media Followers
703
Subscribers
1400
Unique Web
Visitors
In March 2021, Facebook lifted their ban on advertising for politically motivated organisations.
We could now begin running ad campaigns to increase our member list. Our plan was to:
-
Have people 'pledge' to be part of the solution to environmental and political initiatives
-
Segment members into email marketing groups and subsequent customer journeys based on their pledge subject (i.e. environmental vs political)
-
Continually test the audiences with email campaigns
-
Build a 'probable donor' list of the members that we could reach out to for monthly contributions in future campaigns
We ran multiple advertising campaigns on Facebook between 1st April - 1st November 2021.
$15500
Spend
621
New Facebook Followers
$11219
Subscribers
CPA
$1.3
Website
Visitors
45,325
43%
Action
conversions rate
25%
Subscriber conversion rate
19,893
Total
Actions*
*one visitor can perform more than one action/sign one pledge
In June 2020, In This Together decided to purchase 6000 email subscribers from Care2, a large network of socially conscious users. All other subscribers have been obtained through JJM's marketing initiatives.
Because different subscribers would funnel in through different campaigns (i.e environmental vs political) we built complex email customer journeys to test each audience on their preferred campaign topics, how they would react to the other campaign topics and willingness shown to donate.
18755
Total Email
Contacts
Care2
6000
JJM
12755
18755
Total
Subscribed
Retention
rate
Care2
4761
JJM
11218
80%
88%
2.8%
Click Rate
26.5%
Open Rate
20.5%
Industry
Average
2.2%
Industry
Average
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