Multiply Maths 

52% of adults in West Yorkshire are estimated to be at enrty level or below in terms of maths skills

Multiply Maths facilitates numeracy training for individuals and businesses across West Yorkshire, offering an opportunity to improve maths skills, confidence and knowledge.

West Yorkshire Combined Authority (WYCA) asked The Ark Media to target businesses across West Yorkshire (small medium-sized enterprises to larger employers) by creating an out-of-home media campaign that would showcase their offering- free, flexible and bespoke numeracy training.

90,720 people reached over a 2-week period.

Objectives

The main objectives of this campaign were to:

-Increase awareness of The Multiply Maths initiative across businesses in West Yorkshire, focusing on management level professionals and decision makers

-Increase sign-ups and visits to WYCA's dedicated Multiply Maths website page

Strategy and Execution

The strategy looked at attracting the attention of business owners, middle level professionals and decision makers as the travelled to and from work.

The strategy included:

-Digital billboard advertising on main arterial routes around West Yorkshire allowing different creative to be used

-Railway 4 sheet advertising at key stations in both urban and rural areas 

-A Centreboard banner in the Insider's Yorkshire newsletter, with a direct link to the Multiply Maths landing page.

Railway station advertising delivered 229,760 impressions over 2 weeks.

28,149 impressions delivered through the Insider newsletter.