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Learning Skills Council DM campaign creative

Agency: Haygarth

Client: Learning Skills Council

The Learning Skills Council (LSC) London, is building on their national advertising campaign by Chick Smith Trott, that started in February, with a new DM development .

Haygarth has been appointed to undertake an upweighted London campaign with the aim of increasing awareness of skills training as a means to improving business competitiveness and boosting enquiries for the Train to Gain service.

The Train to Gain campaign will target key decision makers responsible for training within the thousands of small and medium-sized organisations in London and includes targeted direct mail and email, with follow up telemarketing activity.

Two direct mail pieces have been created specifically designed for London businesses, providing information about Train to Gain. Each DM piece features a strong call to action to visit the website or phone the regional number to register interest.

The first pack is a 3D extending mailpack which has been created to dramatise the benefits of Train to Gain and create maximum cut-through in a crowded environment.

The second pack is a tailored 2D version in order to test how the different creatives perform amongst targeted businesses.

The packs contain information about the services that Train to Gain offers and includes a free prize draw to win £1,000 towards staff welfare of the organisation’s choice, in order to incentivise businesses to book a Skills Assessment.

The campaign will be measured through a variety of KPIs including visits to the website, click throughs from the email and the volume of confirmed Skills Assessment appointments during the follow up telemarketing activity.

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