The UK’s leading franchised training provider, Pitman Training won the award for the best Low Budget Campaign of the Year, last week in the Northern Marketing Awards 2014. Facing stiff competition in the category from other shortlisted companies, including Aldi, Pitman Training picked up the award for its ‘Career MOT – Drive Your Future Forward Campaign’; a digitally interactive campaign which used IOS, Android and web apps to engage prospects via a UK-wide roadshow, and utilised the support and footprint of franchised business partners to widen the scale of the campaign and reach an audience of over 2 million.
To ensure they kept costs to a low budget, the team at Head Office partook in supporting a marketing campaign which involved staffing and driving a campervan across the UK to various 'pit-stops' to promote its psychometrically based career profiling app 'Career MOT', in a bid to boost the UK work force, and match the public’s career dreams with vocational training that would pave the way to a brighter, happier future. The launch of the app was supported by free CV & Career servicing and events hosted in the 100+ franchised training centres throughout the UK, as well as local job matching for job-hunters, to vacancies in the local area. The campaign saw an increase in campaign traffic of 2672%, profiled over 11,000 people and increased sales post-campaign by 20%. Finally, Monster saw the potential in the app and partnered with Pitman Training, using the app as a web tool reaching an audience of 2 million and ensuring longevity of the app post-campaign.
The National Marketing Awards 2014, which took place at on Thursday, 16th October, saw attendance from over 360 of the North’s finest marketeers at The Point at Lancashire County Cricket Club, from some of the most reputable organisations based in the North, including Aldi, Liverpool Women’s Hospital and Sentinel.
Jamila, Juma-Ware, Head of Marketing at Pitman Training said; ‘"This award has been an incredible achievement for our team, not just with the creative marketing concept, but also as a team which has brought other teams within the business together to support the sales and growth of our franchise network. This campaign saw the highest level of franchise partner engagement to date, and showed really just how much you can achieve when you work together. We lived and breathed this campaign, and it is truly an honour that we have been acknowledged for this."
Yowie Roberts, Senior Franchise Development Manager added “At Head Office we work very hard and closely with the franchise network to devise innovative marketing strategies and activities. This was a fantastic campaign for which we had great support and participation from our franchise partners, and this was paramount towards its overall success.”