Targeted cognitive marketing strengthens customer acquisition
The Chartered Institute of Legal Executives, CILEx, needed to boost membership and approached BCM Agency to devise a comprehensive and long-term marketing strategy.
Mapping the customer journey
BCM Agency completed strategic and brand workshops, extensive market research, and customer journey mapping.
Understanding the CILEx customer
Brand essence and positioning was clarified and, using cognitive marketing, insights into the needs and drivers of decision makers were understood.
Targeted cognitive marketing strengthens customer acquisition
Distinct external brand positioning was created for each business arm of CILEx and delivered through individual tactical campaigns, improved website structure, enhanced SEO and a suite of marketing materials.
Customer acquisition and retention
Implementation of the cognitive marketing strategy resulted in: • an increase in search engine rakings to top 5 for key phrases • a measured approach to customer acquisition and retention.