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The Drum Recommends: Commended Advertising

The Drum Recommends: Commended - Coast Digital Achieve 900% Increase in Subscribers For Essex County Council

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By The Drum Recommends, Analyst

March 22, 2019 | 3 min read

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The Drum Recommends: Commended is highlighting Coast Digital who helped Essex County Council achieve a 900% increase in subscribers to their newsletter.

In this series, we explore the finest work created by The Drum Recommended agencies. We will highlight top case studies to guide and inspire you in your journey to select a new agency relationship.

Last year the Recommended Agency Register (RAR) was rebranded as The Drum Recommends to bring it in line with owner The Drum. It remains committed to partnering brands with the correct agency using data and unique industry expertise.

Challenge

Essex County Council approached us to help them build awareness of their new email newsletter called ‘Keep Me Posted’. Local residents could sign up to this newsletter to receive information, news and updates about the areas they lived in, as well as career opportunities available, events taking place, education and activities that were happening in the local areas.

They wanted to increase local residents’ awareness of this new newsletter and help grow the number of residents that subscribed to the newsletter. After discussions it was decided that a display campaign was the best approach for the intended younger audience. It also made use of social media platforms, such as Facebook to reach its intended demographic, using messaging to and creative imagery to emphasis the valuable insights the newsletter had to offer.

Implementation

We implemented small changes that had significantly effective results. When the campaign began we used a standard single image that worked well. As time went on the display team made a decision to change the creative once the campaign had been running for a month to a carousel format. This allowed us to emphasise the content within the newsletter and provide useful updates that residents who subscribed could receive through email updates. This saw the click through rate increase by 157%.

Results

Since the launch of the campaign Essex County Council had an increase of 900% in subscribers, which ultimately led to the extension of the campaigns lifetime due to its success.

To find out more about Coast Digital agency visit their The Drum Recommends profile.

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