Best Marketing Project / Initiative
CILT and Logistics UK – Generation Logistics
Launched to tackle a long-term skills shortage in a critical sector, Generation Logistics is an innovative industry-backed campaign, supported by government, which aims to build awareness and appeal among audiences which may not have considered a campaign in the industry previously. Underpinned by a comprehensive web presence, backed by sponsors from across the industry, Generation Logistics uses its significant digital presence to talk to target audiences in their own style and makes clear, educational links back to careers in logistics. Topical and tactical opportunities make the campaign’s messaging relevant and fun, while real-life experiences connect directly with the target audiences. In its first year, the campaign has increased overall awareness of the logistics sector among target audiences by 11% and positive sentiment towards careers in the industry has increased by 170%
“I’ve not seen an online public sector campaign that’s comparable to what Generation Logistics has achieved in such a short space of time.”
Guy Opperman MP, Minister for Roads and Local Transport
ETP – ETP Website
ETP is tea’s global membership organisation. ETP appointed Barley Communications to reposition their brand and create a new visual identity. This body of work included a new, dynamic and multi-functional website, which among other aims, needed to:
Support ETP’s 2030 strategy
• Showcase impact and value to members
• Attract and engage existing and new members more effectively.
Barley carried out an intensive immersion, generating insights which formed a detailed strategy and plan for design and development. The website launch was wrapped up in the overall rebrand including digital materials, social media and email marketing to help unify the new brand positioning.
Positive impact is supported by multiple indicators. The website has seen a substantial increase in user engagement. Digital engagement spiked on launch day and newsletter subscribers increased in the same quarter as the launch.
Importantly, since the new website launch, ETP has had three tea companies in the process of joining its membership – including a major industry player, who would see ETP enter a new global market. Once the pipeline member mentioned joins they will be given a Board seat given their size/influence. Their addition sees ETP drive their Strategy2030 and impact across new, major geographies.
Institution of Engineering and Technology (IET) – E+T website
After many years of running our E&T media brand in-house, 2023 saw a significant shift for the Institution of Engineering and Technology (IET). Outsourcing all E&T content and publishing activities to Redactive Media Group. And tasking the agency to redevelop the E&T website – eandt.theiet.org – to become the heart of a thriving content ecosystem serving the Institution’s 154,000 worldwide membership and beyond.
Since the appointment commenced in April last year, the digital transformation and increase in engagement been spectacular:
• Rebranded E+T, a new website launched in November 2023
• More than 30,000 pieces of existing content have been migrated
• Users have increased significantly
• Site engagement is achieving greatly improved results
All the more impressive is that the initiative to relaunch the website was achieved in just three months rather than the recommended six.
Institution of Occupational Safety and Health – www.iosh.com
This is the story of how an organisation sought to deal with its dysfunctional website when there was a real threat of things going terribly wrong. Faced with such a prospect, how
would an organisation whose decision-making processes were leaden-footed and risk-averse be able to change direction and avoid disaster?
Out of necessity, quick thinking and quick solutions were required. But these would have to be sustainable and scalable too. An Agile methodology offered the opportunity for a
solution. But this would be a break with previous practice. The technical stuff was – well, technical. A new structure was conceived from scratch, a taxonomy devised, copy re-written
and optimised and pages culled. Staff and members conducted user acceptance testing.
However, the critical challenge was convincing ourselves to trust the process and live with a bit of imperfection, as demanded by the methodology. This took us way outside of our
comfort zone, in terms of decision-making and working behaviour.
We’ve not only landed a new website in super-quick time and achieved positive feedback from our key audiences, but also begun to re-evaluate how we might approach projects in
other areas. Almost accidentally, we’ve discovered a new way of working.
NAHT – The School Leaders’ Union – NAHT Recruitment Campaigns Q1 2023
In the first quarter of 2023 – our best performing period of the year – we started with core campaigns targeted at school leaders who make up our main membership.
We used varying themes to convey different stand-out messages month by month in banner adverts, highlighting the many ways that NAHT supports its members.
Our growth year-on-year is testament to our integrated approach, demonstrating that our strategy engages with our target audience, we are efficient with our spend and we provide value, expertise, and advice.
NAHT represents more than 50,000 school leaders and life members in every phase and sector of education including early years, primary, secondary, special schools and FE colleges, making it the largest association for school leaders in the UK. We represent, advise and train school leaders while using our influence at the highest levels of government. We speak for school leaders and our organisation is democratically shaped and directed by members. Key to our association’s success is our ability to share our voice and make a difference for our members.
Nautilus International – Heart Union Week (Join a Union)
During the 2024 TUC #HeartUnions Week, Nautilus International launched an exciting social media campaign to drive new member recruitment. Utilizing Instagram, Twitter/X, Facebook, and LinkedIn, Nautilus shared powerful personal stories from members about the union’s impact on their lives at sea. They highlighted successes, including thwarting fire and rehire attempts and recovering millions in unpaid yacht wages. These stories, alongside historical achievements, showcased the union’s solidarity and strength, encouraging peers to join.
NICEIC/Certsure – Don’t DIY Electrics Campaign
Don’t Do DIY Electrics Safety Campaign
Electrical work in the home can be dangerous if not completed by a qualified and competent electrician. Every year, hundreds of people are affected by the consequences of unsafe electrical work carried out by unqualified individuals.
For 70 years, NICEIC (owned by Certsure LLP) has been the UK’s largest certification body for electrical businesses with over 40,000 currently certified with us. As the industry leader, we drive the highest standards of competence and safety. It’s for this reason we launched a campaign to raise awareness among those looking to undertake domestic electrical work on the importance of only using NICEIC-certified businesses, and to know where to find one in their area using our online ‘Find a trusted NICEIC tradesperson’ tool.
By adopting a creative, video-led campaign across a range of digital channels to reach our core target audience and disrupt their search for online DIY tutorials, we have driven +170,000 consumers to find an NICEIC-certified business using our online search tool.
With 800,000 video views, 400,000 new visitors to our website, and a 47% increase in leads from non-certified electrical businesses wanting to get in on the action, the campaign is a huge success.
SolarPower Europe – SolarPower Summit 2024: Mission Solar
Mission Solar was a marketing campaign created by SolarPower Europe to promote the SolarPower Summit 2024.
SolarPower Europe’s annual flagship event plays a crucial role in shaping the future of renewable energy, bringing together industry stakeholders, key policymakers and academics. Through engaging discussions, networking opportunities, and expert insights, the event facilitates collaboration among stakeholders to drive positive change towards a more sustainable energy future.
The campaign stands as an exceptional demonstration of leveraging powerful storytelling and distinctive branding to amplify event impact, achieving targets with limited resources. Central to its success was placing people at the heart of the content, encouraging user-generated content (UGC), and transforming attendees, teams, speakers, sponsors, and partners into event ambassadors.
Mission Solar exceeded expectations, driving attendance and fostering meaningful dialogue on advancing solar energy.
STEP – Connect, Learn, Achieve
STEP embarked on an ambitious mission to bolster membership growth by shifting perceptions and maximizing engagement. Recognizing the need to attract new members beyond exam completion, STEP focused on connecting, learning, and achieving, highlighted by a vibrant campaign showcasing diverse member experiences. Through meticulous targeting and an integrated marketing approach, including social media, GoogleAds, and email campaigns, STEP exceeded expectations, acquiring 2,314 new members, a 14% year-on-year increase, and surpassing previous recruitment efforts. This success translated to a substantial ROI, with a projected lifetime value of £3.36 million from the new members, outweighing the £60,000 investment. Notably, the campaign fostered a 30% increase in members joining via the expertise route strengthened relationships with volunteers, driving unprecedented global engagement across branches. STEP’s innovative strategies not only achieved commercial success but also transformed perceptions, fostering inclusivity and community within the organization.
