Liverpool School Sports Partnership (LSSP) is a not-for-profit organisation that works with schools across the city to enhance and develop sporting and wellbeing initiatives for children and young people.
As well as offering a variety of physical activity and wellbeing programmes into schools in Liverpool, LSSP also supports primary and secondary schools to hire apprentice teaching assistants.
CPMM Media Group developed and executed a five-week, insight-led multi-channel B2B communications campaign designed to evolve in response to audience engagement data. The approach applied audience segmentation and platform-specific optimisation to maximise visibility among education decision-makers.
Aims
The aims of the ‘Investing in the Future’ apprenticeship campaign were two-fold:
1. To educate school leaders on the benefits of hiring apprentice teaching assistants.
2. To encourage school leaders to hire apprentice teaching assistants.
Results / impact
Following the five-week campaign, all content metrics on LinkedIn were up by at least 500% compared to previous months.
Many LinkedIn users who engaged with the campaign across the five weeks were members of the target audience not previously known to LSSP. Identifying them as leads, CPMM advised the CEOs of LSSP to connect with these users from their own LinkedIn accounts and crafted a message for them to send as a way of initiating further conversation and converting the lead. Of the new LinkedIn followers gained, 51.7 per cent were from the targeted Liverpool area and
33.2 per cent worked in business development and
education.
