Campaign Creation

An extension of your team: supporting insight-driven projects

Campaign Development

Whether you are looking to start a conversation or even contribute to further an existing one, we spearhead campaigns and projects designed to drive change, clarify areas of confusion, or even reveal important information to stakeholders across the UK public, business, local authorities, and government: locally, regionally or nationally.

By utilising over a decade’s worth of industry experience, we help you develop a comprehensive campaign and integrated content strategy. This ensures that the messaging, tone of voice, USPs, and goals are ubiquitous across all marketing, PR and communications activity.

Project-based Support

A common mistake made by SMEs is creating content in isolation and lacking an integrated content strategy. This is vital for content development that is aligned with the business’ goals and audience’s needs. It can also be challenging to find a content service provider who operates without an expensive retainer fee.

We step in at short notice as a reliable extension of your team, with both in-person and virtual contributions. So, whether it is a time of growth for your SME, an absent colleague, a need for additional expertise, or even just a busy period during the year, we can be an invaluable addition.

SMilE’s Content Specialisms

We are transparent and honest in our client relations, so we won’t overpromise or undertake projects that we can’t offer expertise in or add real value to. We have a range of content services that we can effectively consult or support you on to make your content stand out. Every partner that we work with receives a personalised post-project handover.

Campaign development: We provide advice, expertise, and support to create an impactful campaign with integrated content and marketing strategies that align with your organisation’s goals.

Support services:

  • Article & blog copy: Covering a full suite of feature types: such as comment/opinion, analysis, and thought-leadership pieces.
  • Case study creation: For whenever you want to showcase the great work your organisation delivers or the impact you can have.
  • Integrated content strategy: From scratch, we will build a cohesive strategy that ensures all content has direction and consistency.
  • Public relations: We oversee media engagement and draft punchy press releases to help put your SME on the map.
  • Social PR: Public-facing communications must be closely aligned, so ensure your social strategy and PR approach is no different.
  • Website content: Like our website’s copy? We can do the same for yours while ensuring it is SEO optimised.

Marketing Trade Body’s
Micro-upskilling Campaign

The challenge

The Data & Marketing Association had concerns that an industry-wide skills crisis would only worsen if the marketing and creative industries did not seek a culture change – towards continuous, structured learning. They needed a campaign solution and concept that could address this: introducing micro-upskilling.

Delivering a solution

To demonstrate that it could help reduce industry-wide skills gaps and talent shortages, the campaign partnered with 16 Member brands, charities, SMEs, and agencies, to understand how micro-upskilling could help facilitate business learning cultures. The main objective was for participating learners to commit as little as one hour a week to flexible, bitesized e-learning and professional development.

Following the pilot programme, learners took part in a survey to help the DMA better understand their experiences of micro-upskilling as an alternative learning approach. There were key benefits identified by talent:

  • 52% of learners felt more engaged with upskilling due to the micro-upskilling pilot
  • 46% developed new skills through micro-upskilling that they wouldn’t have previously been able to
  • 67% believe micro-upskilling has made their organisation more engaged with their skills development

Campaign outcomes

Following this, the DMA called on senior management teams across the UK to introduce continuous learning cultures within their organisation. In addition, this campaign gave the DMA additional credibility and a powerful voice with government on issues relating to upskilling – securing funding months later to host a range of government-funded Skills Bootcamps across the UK.

The campaign received overwhelming industry support, government awareness, and widespread media attention.

The pilot’s media coverage:

  • The Scotsman: Why upskilling is integral to business growth
  • Marketing Week: ‘Realistic’ approach to skills development after success of ‘micro-upskilling’ pilot
  • Campaign: Marketing industry to fill skills gap via ‘micro-upskilling’
  • The Drum: UK marketing industry has been tackling a talent shortfall for a decade
  • UK Fundraising: Micro-upskilling pilot shows more benefits than traditional training methods

The launch of Micro-upskilling:

Marketing

  • The Drum: DMA pilot to tackle industry’s digital skills gap

HR

  • HR Magazine: Micro-upskilling will help HR teams improve talent retention

Nationals

  • The Scotsman: Get Scottish business back on track through ‘micro-upskilling’
  • Newsweek: Ask Your Employer About Micro-upskilling

“Great to have a friendly expert work with us to develop an impactful content plan and bespoke strategy.”

— Ben Deavin, Founder, hangover pals