Case Study: Nationwide Platforms

Nationwide Platforms is the UK’s market leader in providing powered access platform hire, equipment sales and IPAF training.

The Challenge:

Nationwide Platforms asked Industry to assist with promoting their own training programmes, as well as courses on offer from other awarding bodies (like IPAF, IOSH, CITB, CPCS, Greencross Training, PASMA and City & Guilds), to companies within the telecoms sector.

The client provided a data set of around 1000 records and course literature, which Industry adapted for use as the campaign asset.

The Campaign:

Industry ran this campaign over three phases; an initial email offering the asset, a follow up email to all non-responders, and a final reminder email.

In terms of response, prospects could request a copy of the asset by replying to the mail, or they could follow a link on the email to a landing page from which the asset could be downloaded. Also on the landing page was a prepopulated registration form for those that wanted to fast track a conversation.

Using this method enabled us to gauge the level of interest from one prospect to another, with the hotter leads completing the registration form to request a call back and the cooler leads downloading the document without making contact.

The Results:

From a relatively small data set, Industry’s emails generated an impressive pipeline of leads for Nationwide to follow up. 5 prospects submitted their details on the online contact form, while 27 prospects replied to the emails with requests for further information, prices or direct contact. Had a further pipeline been required, over 150 unique prospects has also downloaded the asset.

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