How Mitie's multichannel Connected Workspaces campaign drove £2.2m in pipeline and 1331% ROI

Summary

Mitie is the UK’s leading facilities management company, with a £2bn annual turnover and employing 54,000 people.

Its ambition was to change market perception of it as a service provider mopping floors and managing receptions, to a technologically-enabled partner providing enhanced benefits for clients’ facilities. It needed an impactful campaign, but with a seven-person marketing team supporting a vast business that had no previous experience of marketing and sales campaigns, it wasn’t going to be easy.

Introducing the organisation to multi-channel, content-led marketing, it created a campaign to launch Connected Workspace, a pioneering new way of delivering services.

As a result, it evidenced fantastic returns on the c.£165,000 investment made; including generating more than 160 marketing qualified leads, resulting in £2.2 million of potential revenue, which equated to an ROI of 1,331%.

It achieved over 260,000 video views across paid and organic media, 3.3m impressions from ads across digital, and over 17,000 unique website visitors. Impressively, by May 2019 analyst group Gartner commented on how their conversations with the market around Mitie have changed due to its technology-led messages.

The first ever multi-channel sales and marketing campaign has been a huge success for Mitie, leaving the business hungry for more.