Read Group Plc is an independent provider of consumer marketing data and supporting services to organisations including charities, retailers and financial services brands.
The company wanted to increase business from the charity sector which they were finding difficult break into.
With an interest in increasing business from their primary vertical sectors, our content team advised shifting the company’s below the line marketing activity to a content lead strategy that addressed the pain points and issues faced by their customers.
With an initial target audience of charity marketers, we created a high-level report on charity marketing using original consumer research to back-up our findings. Supporting content included blogs, case studies and infographics, which were distributed in targeted email campaigns and via social media.
With significant press coverage in the national, marketing and charity trade press, the Read Group’s first charity campaign generated a stream of ‘warm’ sales leads and incoming enquiries.
Not only this, the financial return on the company’s investment of £19,000 was 836%, which translates to £158,900 in new business sales within the 6-month period following the release of the report.