The brief

Go Well needed help raising awareness of their new brand, and promoting their sports and wellbeing programmes in schools. Their main goal was to increase sales leads and trial sign-ups to their flagship programme, Fit For Life. With no in-house marketing function, they wanted advice on a marketing strategy that would target the right stakeholders within schools.

We recommended a Facebook PPC conversion campaign. We also suggested creating a suite of marketing basics.

The project

Our conversion campaign began by installing a Pixel onto their newly-created landing page to track conversions, then running rapid-fire testing so only the best-performing audiences and advertisements were used in the later stages of the campaign. We also initiated retargeting to ensure teachers that had previously engaged were reminded about the free trial.

With their new brand, it was essential that they had a clear understanding of their target audience, and the pain points of these stakeholders. We created a marketing toolkit that included:

• Customer personas, SWOT analysis, elevator pitch and convincer document
• Three-month content marketing plan
• A sequence of emails that answered their audience’s pain points.

The results

The interim Facebook PPC campaign generated 25 conversions over 28 days, with a cost per conversion of under £60. The feedback we received from Go Well on the marketing toolkit has been positive and helped them to successfully position their brand not only with their target audience.