Client Story

This ambitious Trust transformed the way it attracts new enquiries for its training courses.

The Suzy Lamplugh Trust
This ambitious Trust transformed the way it attracts new enquiries for its training courses.

By David Battson

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1- ABOUT THE SUZY LAMPLUGH TRUST
  • Small in-house sales team.
  • One solo marketer.
  • Crowded market.
  • UK's pioneering personal safety charity.
  • Aim to be the go-to provider in their field.
  • Excellent free advice content on their website.
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2- REIGNITING EMAIL MARKETING

Switched from standalone email blasts to Data HQ’s Dynamo nurturing platform.

Propensity modelling selects their target audience to match their best customers. Campaigns get a better start.

Adopted “Always-On, Always-Perfecting”, the Dynamo feature that learns how prospects engage and automatically adds more each week. Outreach grew from 40,000 people to 285,000.

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3- INTEGRATING EMAIL WITH SOCIAL

Organic LinkedIn training commenced. 

Individual profiles enhanced and 591 new SDM’s secured as first-degree connections (+151%), opening up direct and welcoming conversation.

In 4 months, 825 followers added to the company page (+51%). 

Advertising trials commence on Facebook, Instagram, and Google.

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4- THE RESULTS:

After one year, 235 enquiries and 865 sales leads are delivered.

Moving away from single email blasts and integrating social marketing has a big impact on enquiries.

Facebook delivers a 6% CTR (8% for remarketing), Google delivers 9%.

People spend a whopping 12 and a half minutes on the website and visit an average of 2.6 times each.

“Our work is around the provision of personal safety training to lone and frontline workers, protecting them from incidents of aggressive and violent behaviours perpetrated by clients, members of the public or even colleagues.

Since the Health & Safety Executive describes lone-working as working without close or direct supervision of your employer, almost every organisation will have employees that fall into this category, from call centre staff, to sales and marketing people travelling to and from client meetings, to housing officers, insurance officers, people entertaining clients, or engineers working in fields, and employers are responsible for any occupational personal safety risks or concerns lone workers face” 

Arad Parsi, Director of Business Development and Partnerships.

“Dynamo cleverly grew our target audience without eating into our budget. The way it learns what a good prospect looks like and automatically adds them into our campaign is just brilliant.” 

Arad Parsi, Director of Business Development & Partnerships.

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“I’ve had a lot more emails & LinkedIn messages about what we can offer.  People are sharing about the training too rather than us having to constantly post about it.” 

Helen Burrows, Senior Business Development & Partnerships Officer

“Everything has jumped up. Enquiries are still growing. Our content performance has increased with a lot more engagement.” 

Helen Burrows, Senior Business Development & Partnerships Officer

“I wanted to thank you all for the support, it has been a great year, and we hope it continues on the same tangent.” 

Arad Parsi, Director of Business Development and Partnerships.

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