Apprenticeship email campaign for Lloyds Banking Group

Background: The past couple of years have seen a huge upsurge in the popularity of business apprenticeships. Lloyds had worked hard to fill its marketing funnel with the email addresses of more than 2,000 'interested' candidates. But, with the competition stiff and a long wait until programme applications re-opened, how would the brand stay relevant and keep the love alive?

Approach: In keeping with its existing brand platform 'Apprenticeships worth discovering', we developed a content-led email campaign. This positioned Lloyds as a helpful source of information and guidance for career preparation and decision-making, without a hard sell for the programme.

Credits: I delivered the content plan (repurposing existing content) and all copy for this email campaign. Results indicated remarkably high engagement compared with industry averages, with a +50% email open rate and 20% click-through rate to content.

AGENCY: MSL