This August, students and teachers weren’t the only ones flooding classrooms and hitting the books – small business owners were also going back to the basics with CAN Capital’s Back to School Campaign.

As one of the nation’s top small business lenders, CAN Capital is committed to helping small businesses succeed. In this case, that help came in the form of an integrated digital and social campaign that took audiences back to business school over the course of seven weeks with blog posts, gifs, videos, social ads, a targeted email campaign, and more. The types of content used throughout the campaign covered topics like small business history, tips for marketing your business and managing finances.

With this campaign concept, the key to successful execution was showcasing relevant, helpful, educational content in a fun and engaging way.
351-03_can_bts_wk5_wed_1200x628_v01Ultimately, this approach was an opportunity for the brand to start the conversation with small business owners, positioning CAN Capital as a thought leader and an ideal partner that helps achieve success beyond just providing access to funding. The primary goals for this campaign were to drive more traffic to the website and increase engagement on social media. All creative and content produced for the campaign was designed to serve two distinct audiences:

  • Core Audience: existing and potential customer email lists and current social media followers.
  • Niche Audiences: Small business owners with an interest in six key verticals of automotive, beauty, medical/dental, restaurants, trades and services, and ecommerce.

Using a mixture of email marketing, paid and organic promotion, the content was highly targeted to accommodate core vs. niche audiences and mapped to each stage in the marketing funnel with subtle variations to test ad and copy effectiveness.

The Results

During its seven-week run, the Back to School campaign generated close to 90,000 engagements across social media and CAN Capital’s website. Of that, video views accounted for 88% overall. Facebook ads drove the highest engagement for the campaign, contributing over 80% of all interactions and roughly 70% of new followers.

And now that the Back to School campaign is “out for summer” so to speak, all we can say is, stay cool small business owners and keep in touch!