Service Diversification: Launching a New

Service Diversification:
Launching a New Payroll Offering

Campaign Overview

BASW set out to diversify their income from membership by developing a new and ethical umbrella service solution. Whilst it is technically a separate legal entity, all profit was fed back into member services.

Following launch, there was a lot of misinformation and lack of clarity around the offer; exacerbated by the low trust already due to perception of other services across the sector that were encountered. This twelve week campaign set out to develop educational content and build leadership and authority in this space and encourage new members of the service. I created and executed the full go-to-market strategy; from brand positioning and messaging to campaign delivery and funnel optimisation. This twelve week campaign generated over 1.2M AED in new revenue.

Strategy and Approach

1. Content Transformation & Authority Building:

With only evergreen static content in place, I developed a dynamic content strategy to increase visibility and thought leadership. This included:

Implementing a new CMS module for blog content to allow for ongoing topical updates via the dedicated microsite.
Developing unique personas to identify and build content strategy
Creating and copywriting 12 SEO-optimized articles based on Google Search Console keyword insights.
Improving on-site SEO to boost organic discovery of payroll-related content.

2. Strategic Partnerships:

To enhance credibility, I established three key partnerships:

HMRC: Aligned messaging with compliance regulations.
Social Workers Union (SWU): Converted them into a service partner and co-hosted promotional activity.
Professional Passport: Added independent validation and sector endorsement.

3. Multichannel Campaign Rollout:

Developed and deployed a targeted social media campaign focusing on agency social workers.
Email marketing campaign to BASW self-employed members
Designed and delivered a webinar in collaboration with SWU, driving lead engagement and providing an interactive platform to explain the service’s value.

Impact

133% Increase in Traffic: Website traffic grew significantly over 12 weeks, driven by SEO and campaign activations. 80% of the new blog pieces achieved ranking in Google's Top 10.
Over 500k social media impressions: across LinkedIn, Twitter and Facebook
1.2M AED Revenue Growth: New revenue generated within five months of launch through lead conversion from content and partner channels.
Strengthened Sector Relationships and Brand Authority: The campaign helped galvanize partnerships and trust in a new service offer in a traditionally cautious sector building authority amongst other leaders in the space.

This project showcases my ability to lead full-stack marketing initiatives, from strategy and partnerships to content and channel execution, to successfully launch and scale a new revenue-generating service.