July 10, 2019 · 2 min read
Elis is an international multi-service provider, offering workwear, hygiene and facility services solutions. A global brand, they employ more than 45,000 professionals, across 28 countries and provide their services to more than 240,000 businesses ranging from SMEs to national corporations.
In October 2018, Cite were tasked to deliver a key business objective: Increase their brand presence in the UK market and generate new business leads for the sales team. This was made more challenging by the fact Elis were formally Berendsen, and hence not that well known in the UK market.
Elis wanted to target a range of different sectors and scale of organisations in the UK. We recommended a digital marketing strategy that was surgical in its approach. A plan was agreed that focussed around a series of fully integrated campaigns, with advertising at its core.
We set up a series of campaign specific landing pages. Content and imagery was tailored for each individual audience – including beauty salons and spas, bars and restaurants and national food manufacturers.
Building targeting landing pages was one thing but driving traffic to them was another. With GDPR and the difficulty of finding accurate industry data for email marketing, we instead focussed on advertising and used various channels/methods including LinkedIn, Facebook, PPC, remarketing and display. LinkedIn gave us the option to precision target – building a series of prospects, while PPC allowed us to reach a wider audience actively looking for the service Elis offered.
We’ve continued to monitor and optimise the campaigns post-launch to ensure performance is maximised. With PPC in particular, we’ve tested multiple ads formats along with dynamic keyword insertion. Each ad group targeted a new segment and audience, resulting in a series of high value leads for Elis.
Each PPC campaign was then supplemented with remarketing to increase effectiveness. The remarketing banners mirrored the respective campaigns’ creative and encouraged non convertors back to the relevant landing page.
‘When we first approached Cite, we knew what we wanted to achieve but weren’t too sure how to get there. They were able to provide us with clear strategic direction and the results we achieved have well surpassed our expectations. A great team and agency to work with.’
Susie Wells, Elis Marketing Campaign Manager
In 6 months, Elis have seen an ROI of 12 times that of their media spend (based on a typical 3 year contract).