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5,200 NEW LEADS
In Just 8 MONTHS
CASE STUDY
SUMMARY
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WHO ARE
BRITISH RED CROSS TRAINING?
British Red Cross Training is the training division of the British Red Cross, and offers a range of training courses including first aid, health and safety, mental health and online training. Their work supports the British Red Cross’ aim to save lives, prevent and reduce suffering, and increase wellbeing and resilience.
Being such a reputable organisation, British Red Cross Training were keen to expand their marketing efforts beyond their already skilled in-house team, in order to enhance their website, and improve their customers’ experience.
THEIR
CHALLENGES
GOAL
of digitising their communications and customer support
Digital Manager, Iva Dulkova’s, key strategy was to digitise the BRCT’s communication, customer support and lead generation programmes.
The organisation wanted to create a predictable pipeline of opportunities and new customers. Attracting more prospects at the top of the funnel and improving visitor-to-contact conversion rates at every stage was therefore key. It was also clear that potential course bookings were being lost because there was a high drop-out rate from the online Course Finder and booking tool.
Against this background, the impact of Covid-19 meant the organisation needed to switch focus to their Mental Health and Wellbeing courses as quickly as possible.
OUR
APPROACH
NEW
high-quality, bespoke content to engage prospects
Throughout our time working with British Red Cross Training, Axon Garside helped the organisation become familiar with the HubSpot Sales and Marketing software. When it came to assisting with the Covid-19 campaign for Mental Health and Wellbeing, the extremely tight deadline meant Axon Garside had to act quickly - and we did.
This included proposing and helping to run an educational ‘round-table’ webinar that provided high quality, free of charge information to employers and employees wanting to know more about the impact of Covid-19 on both businesses and individuals and how to support mental health and wellbeing. This webinar was promoted through various assets prior to the event, including emails, blogs, downloads and interactive quizzes. The creation of an opt-in database of people whose organisations could benefit from further support and training meant the British Red Cross Training team were able to see more opportunities as a result.
THE
RESULTS
In just the first 3 months 847 new contacts were generated through the First Aid content campaign and the ebook downloads
Due to the implementation of HubSpot Marketing and Sales, the organisation now has the means to effectively manage their pipeline, and follow up on interactions almost immediately - ensuring a better, more attentive customer service.
This was also made achievable by the development of the intuitive self-service bot, which had over 16,500 engagements in the first 6 months of going live, and meant that visitors could be instantly directed to a course that would suit their individual requirements, or get immediate support around issues presented by COVID-19.
The Mental Health and Wellbeing during COVID-19 project was a huge success, with 2606 registrations for the webinar as a result of the promotional material. The previous development of the self-service bot meant that 1853 of those Covid-19 support enquiries could be managed easily online, and the organisation were highly impressed with the results of the campaign.