Invest NI tasked Genesis with increasing online reach and engagement with potential entrepreneurs in Northern Ireland. Ultimately our task was to encourage people to make contact with the INI team as a first step to gaining the support that would help make their business idea a reality.
We developed a multi-channel campaign, marrying offline with online channels. Offline was designed to create awareness, credibility, desire and confidence in ‘going for it’. We used online to deliver added contextual relevance to harvest that desire, and direct people to the most appropriate conversion channels based on their angle of interest. We took a new approach to targeting customers online: by creating different sets of pay per click ad-word groups, based on an original entrepreneur segmentation framework we developed, we reached niche groups of potential entrepreneurs with highly relevant messaging, thus maximising conversion opportunities. In addition, we targeted specific websites where we knew different groups of entrepreneurs were more likely to look online for business advice, whereupon they would come into contact with a range of relevant Go for it creative messaging to drive them to the Invest NI website.
The results of the strategy have been excellent. Since October 2014, we have achieved over 7 million online impressions of Go for it messaging and a steady increase in website enquiries. This activity has also played a key role in our wider Go for it campaign performance, which has enjoyed the highest level of enquiries since its launch in 2003. The campaign continues to perform strongly in 2015, already on track to surpass demanding targets.