Helping homeowners in Cumbria reduce their carbon emissions

Cumbria Action for Sustainability is Cumbria’s climate change charity whose mission is to help Cumbrians to reduce their carbon footprint and prevent climate change.

Our brief

Cumbria Action for Sustainability asked Freshfield to create a marketing strategy which would promote its Home Energy Audits to help local people who needed to make their homes warmer, while at the same time reducing energy bills and cutting carbon emissions.

What we delivered

Our strategy was to develop personas of the target audience profile to ensure we were addressing relevant people and to ensure maximum lead generation.

We also created new content and messaging for a new website landing page to ensure this area of the website was consistent with the campaign and the audience needs.

At the same time, a new tracking process and enquiry form were developed to enable the client to retarget warm leads and to understand the website visitor journey through to completing an enquiry.

Impact

In total, our campaign reached more than 15,000 people directly in Cumbria and drove over 600 people to the new landing page.

The campaign also generated 24 new relevant enquiries for the client who was able to follow-up warm leads based on sound research and evidence.