CASE STUDIES - THE YARD STICK
The Yard Stick - The UK's Highest Rated Agency For Marketing in the Financial Services Sector.
The Yard Stick
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The Yard Stick
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Case Study: The Yard Stick
The Yard Stick is the UK’s highest rated marketing agency for the financial services sector in the UK.
We’ve recently had the pleasure of a fixed 9 week project with The Yard Stick, looking after 20 or so of their ad account clients, while a new employee was being taken on to fill a vacant position as head of inbound marketing.
Our task was to ensure there was minimal disruption to service while this change was taking place.
Typical day to day tasks included:
- Ad Account Management
- Ad/Campaign Creations
- Lead generation
- Monitoring and reporting
- Brand Awareness
- New Campaign Launches
- Creating new Advertising strategies
- Content Creation (images, ad copy, landing page copy)
- Client meetings with updates, suggestions and implementations
Challenges
With a very short handover period, and working in a sector that was completely new to me as a business, we set about ensuring service remained as close to normal as possible.
During our time working inside The Yard Stick, we learned a lot about big, multi-account management. The faucets and intricacies of having a lot of key accounts, the type of care they each needed (which differed, account to account) and the level of involvement they preferred on their respective account.
We deliberately only work with a handful of clients at any one time so that we can pay our full attention to their needs. So managing client 20 accounts was a huge task as well as an eye opener into managing so many accounts.
Due to the nature of the handover, we had to ensure that new campaigns were not just envisioned on paper, but built and launched as quickly as clients needed them. The challenge inside this however, was not knowing each clients' unique process was, who had what responsibility as part of the chain of building out the new guides/landing pages/ads, and having to ascertain this info as it was being highlighted through each clients unique process within The Yard Stick.
Late nights, weekend working and a lot of scrapped image designs, were all part of ensuring the clients that required these new advertising campaigns, could be have them launched in the shortest amount of time possible.
Value
While looking after a variety of accounts, we were able to lend our skills in creating content, images, building and executing new ad campaigns, using different advertising strategies to what were previously being used, as well as monitor and report every inch of account data and feed that back in a meaningful way to their clients.
We advertised with access to their clients accounts across Facebook and Linked In, generating leads for those clients in the Financial Services Sector.
We helped set up content and images on 6 new campaigns across two separate platforms (Facebook & Linked In) utilising a completely different ads strategy to previously used on Facebook, to help generate leads quicker and kick the Facebook algorithm into a bit of overdrive with the newer strategy guidelines.
Adverts were also being targeted around the world, so not only a much broader audience locations wise, but also a very specific type of audience to attract too.
We were able to lower some of the leads costs by implementing a different advertising strategy. Although a pre-defined lead cost for one particular campaign was a budget of £25, I was able to bring the leads costs down to around £15 per lead.
In another country demographic on the same campaign, the budget was £20 per lead, and I was able to get the leads in at a cheaper rate of £12-£13 per lead.
This has meant that each of those two new campaigns mentioned, were generating between 4 - 8 leads consistently each and every day for those campaigns based on the budget for each campaign.
As a final note, I was also able to increase client morale by reacting differently to what some of the previous experiences had seemed to have been, which ultimately had an all round positive impact on client relations. Given the lower costs of leads too, it became a win win situation.
It was a fully immersive experience, which shows that we’re now ready to expand as we can now clearly see that our previously thought limits can be expanded upwards, to accommodate more than I thought. A very wise lesson has been learned, and I’m grateful for being able to push boundaries in maintaining client relations while still delivering on each account.
The great part about working on this project, has been utilising different advertising strategies for their clients lead generation efforts, and seeing those results come in under the agreed averages (by a fair amount too) of their expected budget per lead.
Being able to deliver a different strategy to what appeared to be a wry set, specific kind of strategy already in use, ensured the validation of the new strategy being a success for their clients at the level they needed.
We're ready to share this new leads generation strategy with new clients as soon as they onboard.
