Illuminate VR

Delivering a brighter pipeline

Context: Illuminate supports organisations to better manage mental health and disability in the workplace leading to decreased absenteeism, higher productivity and lower staff turnover. Prior to the global pandemic Illuminate had filled its pipeline largely from face -to-face events and referrals. When lockdown arrived it was clear that staff mental health could take a serious battering and a way of continuing to communicate the essential services offered by Illuminate would be to everyone’s benefit.

The requirement: Illuminate had a healthy database of current, past and potential customers but needed a more effective way of communicating. Generating engaging content on a regular basis was a challenge for the in-house team so Lisa turned to Glued for support. 

Due to the lockdown, traditional sales techniques through networking and face-to-face events were not possible so Illuminate needed a GDPR compliant list of profiled businesses to grow a sales pipeline. And to establish a core of interested prospects Glued promoted free workshops set-up by Illuminate.

The outputs:Glued’s profiling service provided several increasingly targeted databases to communicate with. This, together with Illuminate’s current database were sent a series of thought provoking and informative emails around the topic of mental health and invitations to Illuminate’s added value workshops.

The results: Aside from recipients who clicked to call, email marketing contributed to recruiting 28 workshop registrations and 23 attendees.