Historically, ECC relied on traditional marketing methods, including radio ads, local press, direct mail, and social media, to promote the Essex Apprenticeship Scheme.

However, whilst these methods raised awareness, they had limited success in generating inbound enquiries.

The overarching objective of the lead generation campaign was to generate 200 enquiries for the Employability and Skills Unit on the Essex Apprentice Scheme.

Beanstalk ran an integrated telemarketing and email campaign, targeting MDs, Business Owners and HR contacts across businesses in Essex.

As ECC had a deadline for enrolling apprentices, four telemarketers were deployed on the campaign for the first month, to provide early momentum and some quick wins. After that, the two best performing telemarketers were retained on the campaign.

Call recordings were provided for each lead generated, allowing ECC to understand the prospect’s interests or concerns and be able to personalise their follow-up accordingly.

Throughout the campaign, regular communication was maintained between ECC and Beanstalk’s team; this agile approach gave ECC the control and confidence that it would have with internal business development, but with much greater flexibility and without having to develop non-core skills.

The campaign achieved its challenging targets and overall, provided more than a 40% improvement across compared to previous years.

Of the overall businesses that participated in ECC’s apprenticeship programme, 80% came directly from Beanstalk’s telemarketing and email activity.

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