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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 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 facilities where RSL install LED lighting
Design brochures and landing pages for campaigns related to governement schemes
Advertise RSLs services in line with the roll out of government funding schemes
Write emails to be distributed by Sprint to leaning facilities
Divise and excecute a LinkedIn strategy to connect with decision makers at learning facilities
Assist in a smooth transition after RSL was purchased
Social Media Marketing
We used social media marketing to legitimise the business for anyone who is researching them online as well as connecting with institutions where work had/would be taking place.
Our content consisted of:
Information about RSL and any events they were attending
Information about government loan/grant initiatives.
Information about the savings schools could make from switching to LEDs
Pictures from onsite installations (before/after)
Feel good content about sustainability (mainly from the LED lighting angle) and about other schools around the world installing LED lighting.
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Content Marketing
We also produced brochures and other marketing content for them.
content
LinkedIn Marketing
Using a 3rd party tool we carried out direct LinkedIn marketing for RSL. This involved:
Creating a targeted list of new potential connections using RSL employees LinkedIn accounts.
Writing and automating a message to approved 2nd & 3rd-degree connections
Alerting the client to take over the conversation if a new connection engaged with us directly
Automating a follow-up message if there was no response 5-7 days after the connection was accepted
We decided to just send 1 follow up message to users that accepted our connection but did not respond so as not to overwhelm then and allow us the opportunity to reach them at a later date with any new campaigns.
Results
% Connected By Job Title At Education Facilities
Business
Manager
11.5%
Finance
Manager
7.8%
Estate
Manager
21.05%
CFO
16.7%
Other
14.3%
1453
Connection Attempts Made
256
Connections Accepted
30
Warm Leads
Connection Rate 17.62%
Lead Rate From Connections 11.72%
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Advertising
In 2020 the government launched the Public Sector Decoabonation Scheme (PSDS), offering funding to assist in sustainably upgrading infrastructure for eligible schools.
We saw this as an opportunity to run google keyword search ads and take advantage of the high search volumes for this scheme.
Because funding for the PSDS is a niche industry where we competed with a handful of companies for keywords, we were able to generate a high volume of traffic for a very low CPC by Google's standards.
Our landing page gave users 3 options for different funding schemes that RSL offer.
Impressions
78k
Spend
£125
£6.25 per day
578
PSDS Funding
on site clicks
233
0% Funding
on site clicks
551
Salix Funding
on site clicks
Clicks
1.7k
14 warm leads generated
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Our relationship with RSL ended in April 2021 after they were purchased by eLight, something to which our work contributed.
During our time working with RSL we generated 3 leads that were closed for contracts worth £250,000 each, with more of our warm leads being worked on at the time of our leaving.
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