Delivering growth for a world-leading performance coaching and training organisation
The Challenge
Performance Consultants International (PCI) is one of the world’s leading performance coaching and training organisations. With decades of experience, they own the intellectual property rights for some of the most famous performance coaching programs: The Grow Model and The Inner Game. To speed growth in both UK and US markets, they appointed Nucco with a brief to drive acquisition online. This meant planning the full digital funnel, from awareness to consideration and conversion.
The Solution
To deliver their hugely ambitious goals, we created a new customer experience beginning with awareness-raising social advertising through conversion pages on their website for B2B audiences. This included:
Redefining the strategic brand proposition
Competitor and customer research
Media strategy and highly targeted audience planning
A paid social acquisition campaign
A new brand and e-commerce-driven site experience to enable conversion
The campaign used paid social for B2B to generate leads and drive traffic to an optimised transactional website experience.
Competitor and audience review
We conducted an in-depth desktop research competitor review examining fifteen businesses. This identified information points like size, revenue, website functionality, advertising channels, geography and services alongside subjective dimensions like their focus on transformation, training, coaching, propositions and how they go to market. This allowed us to define PCI's brand and clarify how it should position itself against competitors.We also audited PCI’s available customer data and insight to build a segmentation model that allowed us to explore what insights and messages were likely to resonate with different audience groups.
Creative
The creative concept for the paid social campaign was built on PCI's proposition to ‘Be a leader in accelerating culture transformation by unlocking the potential of people to make a positive impact on the performance of efficiency, output, people and our planet.’
Nucco developed the conceptual territory of ‘Live Your Purpose’, as a launchpad for the ad campaign, which built from our nine insights into a matrix of 16 different creative executions across various ad formats and CTAs that led to 32 executions. We also optimised the website experience to match what was possible with their existing templated WordPress website to create a best-practice product page.
Test-and-learn lead generation campaign
The campaign used LinkedIn to generate leads and drive traffic to an optimised website landing page.
Results
The campaign’s results were great. It smashed its targets while providing valuable learnings that allow PCI to invest in digital with confidence. We delivered lead generation at 138% above target and a click-through rate 145% above expectation.
"Thank you for the agile response and supporting the delivery of a piece of high calibre creative that represents Nucco’s integrity, strategic approach and depth of experience."
CMO, Performance Consultants International
“Thank you for all the work and experience that has gone into this. The way I see things, it is priceless especially as we move it forward into action.”
CEO, Performance Consultants International