Case Study: Driving manufacturer engagement for digital transformation.
Since 2021 JAB's Director, Helen, has led the marketing strategy for Made Smarter West Midlands, a government funded programme for manufacturers delivered by C&W Business Solutions, helping manufacturers adopt digital technologies to boost productivity, resilience, and growth.
In this Case Study we examine how the marketing strategy has helped the programme to become one of the most successful examples of its kind in the country, consistently exceeding business engagement and registration targets year on year.
The brief
Made Smarter West Midlands is a part of the £24 million+ national Made Smarter Adoption programme which launched in 2020 and has been running in the West Midlands since 2021. Designed to help manufacturing firms harness digital tools and automation, upskill the workforce, and build manufacturing resilience, the programme is now available across all regions in England, including the South West.
The marketing brief included:
- Establishing brand awareness across the West Midlands geography and enhancing national recognition amongst manufacturers and stakeholders.
- Driving high quality registrations from eligible businesses
- Building trust with industry and public sector stakeholders
- Demonstrating impact through compelling stories and events
This required a joined-up approach to strategy, events, content, and digital marketing, with clear outcomes and measurable impact.
Strategic marketing leadership
We developed and implemented the end-to-end marketing strategy for Made Smarter West Midlands, including:
- Audience insight and proposition development for manufacturers at different stages of their digital journey
- Annual marketing plans aligned with programme targets and funding requirements
- Integrated campaigns combining organic and paid social, Google Ads, events, content, and partnerships
The result has been consistent delivery against business engagement and registration targets every year since the programme launched in the region in addition to widespread brand recognition, high levels of brand trust, and facilitation of the positioning of Made Smarter West Midlands as exemplary delivery partners.
High impact events across the region
Events sit at the heart of the programme’s engagement strategy and we have overseen the planning and delivery of dozens of Made Smarter West Midlands events, workshops, expos, exhibition at strategically selected third party events, and high-profile conferences, including two region-wide digital transformation conferences, bringing together manufacturers, technology providers, and stakeholders. The most recent conference was opened by the Mayor of the West Midlands and Keynotes included the Chairman of the Made Smarter Commission.
These events have helped to showcase real life case studies and digital adoption journeys, build credibility with both local and national stakeholders, and generate high quality leads and registrations for the programme.
Content strategy
We have led the content marketing strategy for the programme, ensuring a steady flow of relevant, practical, and human stories that manufacturers can relate to, which has included:
- Coordinating dozens of video case studies featuring West Midlands manufacturers
- Repurposing video content into social posts, website content, presentations, and email campaigns
- Managing and growing social media across LinkedIn, Facebook, Instagram, and X
- Sharing success stories, insights, and programme updates in a way that is accessible to time-pressed business leaders
The approach has turned content into a highly effective conversion tool, helping to drive programme signups and deeper engagement rather than vanity metrics.
Digital Marketing Training for Manufacturers
Building on the strength of the programme and complementary support needs identified through it, Helen has been working most recently on designing a digital marketing for manufacturers training course, in partnership with Coventry University. The course content has been designed to address the unique challenges of manufacturing SMEs, of all sizes, to embed additional resilience into the sector and it will equip manufacturing leaders and teams with the digital marketing skills they need to support long term growth.
Client feedback
“Helen’s expertise has transformed the way manufacturers across the West Midlands engage with Made Smarter. Her strategic thinking, creativity, and ability to turn complex ideas into clear, compelling messages have been invaluable. Made Smarter West Midlands has seen year on year growth in engagement, outstanding events, and a programme that is recognised regionally and nationally for its impact.”
Sarah Gambrall, Head of Projects, Made Smarter West Midlands
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