The challenge
Hampshire County Council needed to raise awareness and drive participation in its Skills Bootcamp programme. The ambition was to attract 1,000 new learners in 12 months while engaging local businesses to upskill existing staff or fill skills gaps. With a wide and varied audience – from career changers and school leavers to SMEs and large corporates – the challenge was to deliver a campaign that spoke clearly to both learners and employers, motivating them to take action.
Our solution
Carswell Gould developed a comprehensive, multi-phase marketing campaign built around targeted creative, compelling storytelling, and data-driven delivery.
Our work included:
• Creative development – a consistent campaign identity applied across digital, social, outdoor, and partner channels.
• Case studies – powerful learner and employer stories brought the bootcamps to life through films, graphics, and press coverage.
• Programmatic and geotargeted advertising – highly targeted display, video, and audio ads reached audiences across Hampshire, with tailored messages for businesses and learners.
• Promotional content – a suite of videos, animations, and social assets highlighted the benefits of the programme and the impact on real people.
• Press and PR – amplifying regional reach by showcasing success stories and the programme’s role in strengthening the local economy.
The results
The campaign has been a resounding success, with Hampshire County Council meeting or exceeding targets in every phase so far. Highlights include:
• Over 208,000 impressions from programmatic advertising, reaching the right audiences at scale
• High levels of engagement across social, digital, and video channels
• Strong uptake from both learners and employers, ensuring bootcamps continue to grow in impact and visibility
The impact
The Skills Bootcamps initiative is now firmly established as a vital pathway for upskilling Hampshire’s workforce. By blending creative storytelling with smart, targeted activations, Carswell Gould helped position the programme as an accessible, future-focused solution for both individuals and businesses.
Where marketing connects
This project shows our DNA as creative problem solvers. By connecting marketing, technology, and creativity, we helped Hampshire County Council deliver real outcomes – building skills, boosting employability, and supporting the local economy.