Started from the bottom, now we’re here.
Generation LogisticsThe Opportunity
Logistics UK and CILT had recognised that their sector, logistics, was struggling to attract new talent into the industry. Backed by the Government, and a whole range of sponsors that represented a who’s who of global logistics employers (Amazon, DHL, Europa, Tesco, Asda, Wincanton and over 25 more), they wanted to change that.
The Services
The Challenge
Our task was to name and brand the initiative, as well as executing a cross-channel brand strategy covering digital, PR, OOH advertising and paid and organic social.
The Process
1. Consumer Research
2. Branding
3. Comms Strategy
4. Web Design & Development
5. Content Creation & Delivery
The Research
We began by commissioning consumer research to better understand how young people think about careers in regards to certain sectors. It was both insight to inform our work, and a perception benchmark to measure success.
The Branding
We went simple, bold and dynamic – block text mono logo, with an additional animated stamp roundel. The visual identity was then further complemented with an orange accent colour (used throughout the brand to provide emphasis where needed) and graphic ‘vortex’ texture.
And we put it all together with an introductory brand vid to introduce the campaign.
The Strategy
Our next task was campaign planning – a strategy to hit our audiences through social and PR (both media relations and digital) via a constant stream of creative content. We designed and built a website as a hub for the campaign, hosting interactive features such as careers quizzes and infographics as well as a live jobs board for graduates opportunities in logistics.
In tandem, we managed organic and paid social campaigns, DAX and OOH advertising to help raise both awareness and crucially, engagement with the Generation Logistics brand and purpose.
Website Traffic
1.3m visitors
Testimonial
“Bringing alive the vision for a big campaign like Generation Logistics can’t have been easy, but ilk’s work has been outstanding. From initial naming and concept, to creative, website, social and PR, they’ve become a seamless extension of our team. After surpassing our KPIs, and bringing multiple high profile industry stakeholders along for the journey, we have every confidence that Year 2 and beyond will be just as big a success.”
Bethany Windsor, Generation Logistics
The Launch & Ongoing Support
The site launched in August 2022, supported by ongoing organic and paid social activity, proactive and reactive PR & Media relations, a roster of seasonal creative content across both the website and social channels, and an out-of-home creative campaign including radio advertising and six-sheets.
The Results
At the end of both Y1 and Y2 we’d exceeded all of our targets, with benchmarking research suggesting an 11% increase in brand awareness and an 140% increase in brand sentiment with our target audience.