Affiliated to both Swansea and Bangor Universities, and supported by the Welsh Government, LEAD Wales is a £8million leadership development programme aimed at owners of small to medium sized businesses based in the convergence areas in Wales.
As part of their schedule for attracting delegates a series of cohorts, breakfast seminars introducing the course to potential students were organised. We were required to attract small business owners to attend the cohort, with the ultimate aim of enrolling on the course.
We put together an integrated campaign based on the concept of questioning business owners’ existing perceptions of leadership.The primary concept was emphasised with quotes from business people who have previously undertaken the course and the impact it had on their business. The campaign involved managing data planning and acquisition, a series of emails, a direct mail letter and a poster campaign. We followed the initial communications with a session of telephone calls as a final touchpoint to ensure maximum response.
Importantly, the campaign resulted in increased participation in the regional course in Swansea and, crucially, raised awareness of the importance of leadership among small to medium sized businesses in Swansea and the surrounding regions. LEAD Wales now intend to advance the cohort acquisition campaign in other convergence areas across Wales, with a more significant awareness campaign supporting it.