Client
First Ireland’s growth depended on turning digital attention into a steady flow of opportunities. Spending on advertising was only useful if it brought prospective customers into the business at a level the budget could sustain.
The challenge was to give that activity a repeatable structure: decide what to promote, put relevant campaigns into the market and keep developing the approach as enquiries came in. That meant treating advertising as part of customer acquisition, with an ongoing commercial purpose.
CSM joined strategic advice to campaign delivery and ongoing management. The proposition, offer and route to enquiry could be considered together, with source tracking showing where the response originated. That meant the next decision could draw on what people actually did: which campaign brought them in, which page they reached and whether they took the next step. Budget discipline stayed part of the discussion as the activity developed.
CSM rebuilt the campaign approach around First Ireland’s needs and budget. Strategic advice informed the campaigns we developed, and ongoing management carried that direction into day-to-day delivery.
The system connected three pieces of work. The business’s priorities set the direction for the campaigns. Campaign delivery created a route to prospective customers. Continuing management kept that route active and gave the relationship a practical way to adapt the work over time.
This is where media buying sits within the growth system: it brings the proposition to market and helps create enquiries for the business to progress. The campaign structure and working relationship provide continuity, allowing customer acquisition to be developed across successive periods rather than ending at launch.
Online lead volume provided an early commercial signal. The tracking and attribution architecture supplied the wider view needed to connect that response to its source and improve the journey that produced it.
We installed the data architecture behind that acquisition system: tracking pixels, analytics, source tracking and attribution. Multiple offers, funnels, landing pages and enquiry paths connected campaign activity to the points where prospective customers could respond.
That architecture created a continuous optimisation loop. We could examine where enquiries originated, how people moved through the funnels and where they dropped out, then use those signals to improve offers, landing pages and conversion points. The next round of activity produced further feedback, giving campaign and budget decisions a continuing evidence base.
The lasting gain was a working approach to acquisition that could be maintained and improved after the first campaign. The 15% increase is the client’s account of early lead growth. The continuing capability is the connection between advice, execution, measurement and the commercial opportunities the business receives.
First Ireland reported a 15% increase in online leads within the first few weeks, followed by continued month-on-month growth at the time of its review.
This engagement forms part of CSM’s agency experience through Evolve Marketing.
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