Green Entrepreuners (Essex County Council)

How PLMR Genesis assisted Essex County Council with their Green Entrepreneurs Programme


Green Entrepreuners (Essex County Council)

Services provided

The Situation

The Green Entrepreneurs Programme supports 18-30-year-olds to turn their green business idea into a reality.

The Green Entrepreneurs Programme approached PLMR Genesis to assist them in the recruitment stage of their programme to help support 18 to 30-year-olds to launch their own green business. The objectives of the campaign were to raise awareness of the programme, secure applications and secure programme support.

What we did

To effectively deliver a successful campaign, the PLMR Genesis team chose Meta (Facebook and Instagram) as the selected delivery channel as the platform offers detailed demographical options to allow the ads to be specifically targeted at 18 to 30-year-olds in Essex, with extra targeting in the ‘levelling-up’ areas set out by the client. To successfully target the varying mindsets and professional developments of the audience, the campaign was split into four ad groups – College & University Leavers, Young Professionals, Young Entrepreneurs and Organisations & Charities. The messaging portrayed in each ad set was particularly important in this campaign, as each audience group needed to be targeted differently, whilst focusing on campaign objectives and remaining eco-conscious.

The Result

The objectives included securing 200,000 impressions and 500 link clicks per week. Despite the campaign only running for four weeks, it generated over 900,000 impressions and 28,000 clicks – far exceeding the targets set out by the client. Furthermore, the overall campaign click-through rate was 2.91% which is extremely strong and far exceeds the industry standard.

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