Enterprise Ireland – Open Up

Tuesday, June 1st, 2004

Service:
Strategic Consulting, Website Design / Development , Content Development, Direct Marketing , Bespoke Applications

Sector:
Government

Description:
Inspiration won a successful tender to deliver the Open Up campaign for Enterprise Ireland.

The objective of the campaign called “Openup” was to encourage and assist Irish companies to obtain maximum competitive advantage through the effective and efficient use of IT and eBusiness in the operation of their businesses. This was to be achieved through:

Relaunching the www.openup.ie website
Developing educational / informational content and key messaging for the relaunched www.openup.ie site
Developing activity to drive traffic to the relaunched site
The creation and distribution of other promotional material through appropriate media e.g. CD Rom, Booklet, Video.

The total budget managed under the campaign by Inspiration was Euro 356k. Inspiration planned and implemented a campaign to meet the above objectives. This campaign demonstrated our core skills across effective and creative direct marketing, content development, project management and imaginative design / creatives. It also demonstrated our ability to successfully deliver integrated major marketing campaigns in conjunction with trusted partners on time and within budget.

Campaign outcome. The campaign resulted in the following outcomes:

average weekly website visitors at that time rose to 4,200 from a precampaign figure of 2,600 (peaked at 5,500 in March 04 during the height of the PR / Advertising campaign)
Public Relations achieved extensive national, trade and provincial coverage across radio, press and online. Full Media monitoring pack provided.
Active participation by all Key targeted affiliates SFA/IEA/ISME/IIA
Reach of Materials
- CD Rom’s sent to 113k within the target audience, low cost distribution
- Affiliate distribution excess 35k members
- Follow up independent Market Research affirmed usefulness of materials
37 downloads per month on video
300 additional CD Rom’s ordered off website
220 etest participants in Jan / Feb 04 alone
Extensive level of queries direct to EI for promotional materials