Be More marketing campaign

Liverpool City Region Combined Authority (LCRCA) is a strategic authority made up of Liverpool, Knowsley, St Helens, Sefton, Wirral and Halton, chaired by Steve Rotheram, Mayor of the Liverpool City Region.

Kenyons worked with LCRCA for 12 months, devising and implementing a marketing campaign to promote its Be More project across the City Region.

Be More is a skills project connecting employers to funding and training, as well as tailored guidance through its Skills Brokerage Service. The aim of the project is to bridge the historic skills gap between the Liverpool City Region and the rest of the UK.

Our campaign aimed to raise awareness of the project among employers in LCR, encouraging them to register their interest in training opportunities for their employees, as well as to access funding to support them in developing their businesses. 

Over the 12 months, we ran a creative and engaging campaign across multiple channels, including: 

  • Organic and paid social media 

  • Creative PR 

  • Content marketing

  • Creative content, including videography and animation

  • Email marketing

  • Influencer engagement

  • Out-of-home advertising, including radio and transport

  • Digital advertising on YouTube 

Alongside these activities, we developed the brand identity and a suite of creative assets, all of which carried a consistent look and feel throughout the campaign, making the project identifiable to stakeholders across the city region. 

We also organised an event at the Maritime Museum, attended by Mayor Steve Rotheram, Mayor Joanne Anderson, and featuring guest speaker Nisha Katona, MBE, founder of Mowgli Street Food. Nisha spoke about her experience of building a business in the Liverpool City Region, the skills gaps she sees in the hospitality industry, and how these can be bridged and overcome. 

Through our digital activity, we wanted to reach businesspeople in LCR; those who were key decision makers in their organisations. To do this, we deployed a range of paid activity designed to connect with employers across multiple touchpoints, from Facebook advertising to radio and content marketing, building awareness of the project and its benefits to businesses.

Some of the key results achieved…

Adverts on Radio City and Greatest Hits Liverpool reached 564,266 people 

Partnered content in the Liverpool Echo received 194,124 impressions and 1,838 clicks 

Digital screens in the city centre and along key commuter routes reached 809,000 people 

Facebook and Instagram adverts reached a combined overall audience of 452,478 and were clicked 22,627 times 

LinkedIn adverts reached 161,028 people and were clicked 746 times 

Our YouTube adverts reached 253,000 people 

These results were achieved against a modest budget, and our campaign delivered significant return on investment to the client, generating greater awareness of the project across key LCR business audiences through executing a targeted, integrated marketing campaign.