Changing workplace behaviour in Devon
Devon County Council had developed a range of small scale flexible workspaces for home workers and micro enterprise through the Devon Work Hubs network.
A website and branding guidelines had been developed, but a marketing campaign was needed to ensure that the facilities achieved maximum occupancy and events are well attended. The campaign aimed to affect behaviour change amongst the target audience – using the office space more flexibly to work both at home and at the Hub. The target was to achieve a 50% increase in web traffic, increase dwell time and reduce bounce, and drive conversion of tenants.
- We conducted primary research to understand the motivations and barriers to moving from a home office to a shared workspace, and used the insights to inform our campaign strategy
- With increasing web traffic a key objective, we developed an integrated social media campaign that used Twitter, Facebook, Google AdWords, Google Display Network Banners, eDM and a promotional film
- Creatively, we developed a suite of compelling visuals and messaging based around a fictional character that would resonate with the audience on a peer-to-peer basis
- The campaign achieved more than double the target for each channel activity, and in some cases quadruple industry averages – proving to be a great success for the client