Greenarc lead generation campaign
Adopting a consultative, end-to-end approach, Greenarc guides businesses through their carbon reduction journeys – starting with a tailored plan to measure baseline emissions, then coordinating trusted third-party services spanning solar and electric vehicles to low-carbon heating and fuels, while ensuring its advanced reporting software operates at its peak. Presented with the brand’s existing exclusive research on sustainability in the legal sector, we leveraged expert findings to produce a detailed report, complete with targeted wraparound communications, to drive engagement, traffic, and leads.
The challenge
While several businesses provide elements of Greenarc’s offering, few bring all three together – delivering measurement, management, and monitoring support in one coordinated journey. Yet, the niche and complex nature of their work made it difficult to communicate effectively. What the business really needed was high-quality leads and a strengthened profile to build authority.
At the time, Greenarc was working with another communications agency to gather research on sustainability progress in the legal sector. The plan was to analyse the data, craft a press release covering the highlights, and push it out to key media over the coming weeks. But this was the extent of the planned activity, with nothing else in the works for this exclusive Greenarc-owned research.
Experienced in managing and executing large-scale research projects, we knew there was a bigger opportunity here. Rather than limiting the findings to a PR push (although great statistics for the media), we saw the potential to transform findings into a full-scale lead generation campaign. One that positioned Greenarc as a trusted thought leader and placed its expertise directly in front of the right people – engaging a niche audience, driving targeted traffic, and increasing valuable leads.
Our solution
Our content team carefully analysed the research and existing press release before shaping findings into a detailed, expert-led report on sustainability in the legal sector. This didn’t just present key highlights but explored real industry challenges, directly reflecting the concerns raised by legal firms in the survey while offering practical insight to help them move forward with their sustainability journeys. Our design team then brought the digital version of the report to life, creating a polished and engaging asset that aligned effortlessly with the Greenarc brand.
To maximise the report’s impact, we placed it behind a gated download form, crafting a dedicated landing page, thank-you page, and sticky CTAs across the website to drive traffic, streamline the user journey, and boost leads. With supporting blog content and organic social media posts, we reinforced primary messaging to strengthen Greenarc’s position as a trusted thought leader while nurturing engagement and encouraging further downloads.
For paid social, our design and content teams worked closely to repurpose the report into highly engaging LinkedIn ads. From refining the most compelling insights into concise, attention-grabbing headlines – such as “Why 27% of UK law firms are unsure where to start with sustainability” – to ensuring asset copy, captions, and strong visuals worked seamlessly together, every element was carefully considered to drive strong engagement, capture clicks, and funnel qualified leads straight to Greenarc’s downloadable report.
Kirsty O’Connor
Customer operations director, Greenarc
Carrie Webb
Head of communications, The Bigger Boat
