ILM is the leading specialist provider of leadership and management training qualifications in the UK. Faced with pro-active marketing from rivals towards their customers in the apprenticeships field, ILM came to Consider to help them stand out, and speak to those customers in a new way.
We knew that ILM already offered better value, products and support than their rivals. Our job was to find a way to make sure their existing customers knew this too – while working within the boundaries of a strong and well-established brand.
For maximum impact and reach, we devised a strategy of using multiple platforms to deliver the campaign – this would include print, email and a bespoke website landing page.
We explored the branding to develop a new visual approach, something that customers wouldn’t have seen before, then used it to deliver a consistent campaign with a number of holistic touch points.
When it came to copy, we made sure the focus was on the customer, their needs and how ILM could meet them. We developed personalised messages from the customer’s very own Business Development Manager (BDM), complete with a photo, contact details and an invitation to get in touch to discuss the ways ILM could support the their business.
Upon campaign launch, the BDM’s reported an immediate jump in calls and emails from apprenticeships providers. Following this initial success, we’re now working on a number of different campaigns with ILM, helping them to maintain their lead across the whole range of their business.