Case Studies

Here you will find case studies explaining my experience and skill set and how I applied these to different roles.

Football Kit Campaign

The brief for this campaign was to find a way to reach out to local businesses in our target audience in a fun and creative way.

As the aim was to reach out locally we thought what better way to engage with Manchester-based brands than with football.

The process was to pick brands within the target industries and then go to their site to look at their branding and ethos. I then took this as inspiration and made their own branded football kit.

Once the kit was created I would then post it on social media, there were a few important steps to take when doing this.

Copy – The copy was vital for this campaign so I started with stating the number of that kit, this was to ensure the viewer knew it was part of a series.

Next, I would make sure to tag the relevant companies/staff in the post to encourage them to engage, some of the kits would be requested by members of staff at a company so I would always make sure to tag them in the post.

Then I would put something either relating to the company/kit or something with a fun tone of voice to set the tone of the post.

The next step would be the state that this is a competition and the terms of this so the audience knows the incentive for engaging and what the post is about.

Finally, it’s important to use hashtags to increase your reach, I made sure to use related keywords and terms for this to ensure the post was being pushed to the correct audiences.

Sharing – When a post would go live I would send a message out to all DCP staff to get them to like and share the post to give it a better chance of being seen.

Responding to any comments – there was usually comments about the kit so it was important to respond to these comments in the same tone of voice as the post.

The campaign resulted in a high amount of vanity statistics and a boost in the number of followers/engagement on the social media pages however didn’t get as many leads as we had hoped but I feel this was due to there not being as good of a follow-up procedure as there could be.

For example, if a member of the sales team gave one of the featured companies a call the kit could serve as a warm intro and then they could see if there are any opportunities there.

However, as a result, a company mentioned their kit during a call to the sales team and they were really keen to win the kit so it opened a discussion for the sales team to upsell our services.

Hospitality Map Campaign

For this project, the brief was to create a campaign that would incorporate the local area whilst still being accessible to our audience.

After having a think tank session with the marketing team this was the concept we came up with.

As the target audience was local hospitality but with a technical edge, I wanted to utilise the geek culture by creating a lord of the ring/game of thrones inspired map.

In order to create the map I taught myself how to use a map-building software called ArcGIS Pro, this made building the map more intuitive and ensured the map was actually accurate so it could actually be used as a map.

After building the map I then went onto Adobe illustrator to create the back of the map.

For the featured companies, I wanted to pick ones that were active on social media but also smaller/non-chain as these were the places hardest hit by the pandemic.

After this was created I then printed out the designs on A3 posters to be handed out to the featured companies.

The social media strategy was to begin by post hints to the map and creating hype around the launch.

When it was time for the launch there were a number of key aspects that needed to be planned.

The copy – For the copy, I wanted to use a casual and fun tone of voice but also state what the map was about.

Tags – it’s important to tag the featured places’ social media accounts to so they know about the campaign and are encouraged to engage.

Hashtags – using hashtags effectively can help to boost the reach of your post.

We then handed out the physical maps to all of the featured hospitality.

The results – The campaign received a lot of engagement on social media so helped to boost our reach however we didn’t receive as many leads from this as we hope. I feel this was due to there being very little follow up i.e reaching out to companies via call/email/social media to see if there was any interest.

DCP Website Ranking

At Datacentreplus I manage the WordPress site and as part of this monitor the site’s SEO ranking.

I noticed the ranking started to drop using tools such as Google Analytics, Screaming Frog and SEMRush. So I went onto GT Metrix and conducted a scan on the site which showed that the site ranking and structure weren’t as good as they could be.

So using the tools mentioned above I began to look into why this was the case.

First of all, I noticed a lot of the Metadata wasn’t as optimised as it could be so went through this on the site inputting keywords that related to the topic to boost this.

Another problem I noticed was there was a large number of broken links on the site due to the site not being properly maintained before I start working here.

I downloaded a plugin to the site which allowed me to easily redirect/remove all the broken links with ease.

The overall ranking seemed to have improved but there was still some further room for improvement so I spoke to our in-house data centre where the site is hosted and inquired about the server.

They said they would look into optimising/upgrading the server to improve this.

After this was done the ranking had risen a lot as a result of this which in turn saw a boost in traffic to the site.