Helping homeowners in Cumbria reduce their carbon emissions

Cumbria Action for Sustainability asked Freshfield to create a marketing strategy to promote its Home Energy Audits to help local people looking to make their homes warmer while reducing energy bills and cutting their carbon emissions.

Our strategy was to use the ‘Britain Talks Climate’ personas developed by Climate Outreach to build a clear audience profile and determine the best marketing approach to generate new leads. This led to a redesign of a search engine optimised campaign landing page and a streamlined enquiry process, before building an awareness campaign to run over Google Adwords and Facebook.

We also improved the analytics and tracking processes to ensure the client could retarget warm leads, while also understanding the user’s path from the advertising campaigns, through the redesigned landing page to completing an enquiry.

In total, our adverts reached over 15,000 people in Cumbria and drove over 600 people to the new landing page, generating 24 new enquiries for the service.