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Outcomes
This campaign was very successful in raising awareness of
basic skills in the area and improving uptake for the courses.
- 289 learners were recruited as a direct result of the advertising
- 73% of respondents returned the post card
- 27% called the advertised numbers
- Less than 25% of responses were from the south bank of the Humber
Following this success we were invited to run a similar campaign 10
months later. In planning the second campaign we reviewed
the previous results and considered where things could be
improved. Since the south bank response had been weak we
decided to use around 25% of the budget for radio advertising
with added weight placed on the two south bank stations -
LincsFM and Compass. The main reason for this was that street
advertising sites on the south bank are very limited. The
remainder of the budget was then spent on another free press
post card drop supported by bus advertising and a reduced
weight of street posters. Following this modified strategy
we managed to improve the results.
- Response increased by 12.5% on the first campaign
- 63% responded to the post card
- 37% responded via the freephone
- 41% of responses from the south bank of the Humber
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