Property and construction
Willmott Dixon
Services
-
Content
We helped Willmott Dixon turn a SEND school white paper into 35k impressions and 20+ qualified local authority leads with a pipeline value of £450m.
The proof
35k
target audience impressions
20+
qualified leads
83%
page visits driven by campaign
The challenge we were asked to solve
Willmott Dixon wanted to speak to more decision-makers in local authority estates teams to showcase its extensive experience in delivering SEND schools, with the aim of winning more projects in that sector. Our role was to turn its expertise in delivering such schools into a credible, useful and commercially effective content campaign that helped them get a foot in the door with potential clients they had previously struggled to access.
Insights applied to identify growth opportunities
Through more than a dozen interviews with the Willmott Dixon team, their clients and specialist designers, we identified the knowledge, proof points and project experience behind Willmott Dixon’s approach to SEND school delivery. The opportunity was to turn that expertise into a comprehensive white paper that could help local authorities understand how earlier collaboration can improve outcomes, with it targeted to hit a specially created audience of decision-makers curated after an extensive audit.
How we leveraged intelligence
We created a 4,500-word white paper that translated Willmott Dixon’s project experience into practical guidance for local authority audiences, using a combination of interviews and primary research to hit the key points identified as challenges by client-side decision makers. We then used paid LinkedIn activity to promote the content directly to senior decision-makers, driving relevant traffic to the page and generating qualified leads from the target audience by driving them to a landing page with full tracking to ensure a clear conversion path.
What was the business impact?
- Generated 35,000 impressions among the target audience
- Delivered 20+ qualified leads from local authority employees at project manager level or above
- Created a pipeline of projects with a potential value of more than £450m
- Drove 83% of page visits through the campaign
- Turned Willmott Dixon’s SEND expertise into a useful, insight-led resource for local authority decision-makers
- Supported Willmott Dixon’s wider mission to create inclusive and accessible learning environments
- Helped move SEND school delivery from a construction conversation into a broader discussion about collaboration, provision and outcomes
