Business Lincolnshire and Social Change: A Partnership in Action
Supporting business growth and innovation across Greater Lincolnshire through the Business Lincolnshire Growth Hub.
More +We were commissioned by Lincolnshire County Council to promote 2aspire and the Greater Lincolnshire Skills Bootcamps, its employability and skills service. Our role was to raise awareness of lifelong learning, upskilling and employment support – helping people and businesses across Greater Lincolnshire access relevant opportunities.
The mission
Bridging skills gaps through lifelong learning.
Our mission was to drive awareness of the adult learning, upskilling and employment support available through 2aspire, and convert that awareness into action, encouraging people to take practical steps towards learning and work.
We engaged diverse audiences: individuals building confidence in numeracy, English, digital skills and job readiness; parents seeking to better support their child’s learning while strengthening their own skills; and communities and employers aiming to develop a more capable, future-ready workforce.
The focus was on making learning feel relevant, achievable and clearly linked to real-life outcomes, from employment progression to supporting a child’s education.
The research
Insight-led communications.
From programme inception, Social Change worked with Lincolnshire County Council to establish a baseline understanding of awareness, experiences and perceptions of adult learning provision across Greater Lincolnshire, including 2aspire. Three years on, this research was revisited to track changes in awareness, gather feedback on provision, and identify remaining gaps.
County-wide surveys explored awareness, access and barriers. These insights informed messaging, channel strategy and content, ensuring communications addressed real needs, improved navigation of provision, and strengthened engagement with learning opportunities across the county.
What we did/the campaign
A sustained, multi‑channel delivery.
We built a brand and communications ecosystem from the ground up, shaping a clear identity and consistent digital presence. This included creating and growing social media channels across platforms, designing and launching a user‑centred website with considered UX, and delivering insight‑led digital marketing and paid campaigns.
Alongside this, we produced case studies, content and real‑life learner stories to bring the offer to life - supporting visibility, engagement and long‑term growth as provision evolved.
The impact
Awareness, reach and engagement increased significantly, with sustained growth in website users, deeper content interaction, and rising direct traffic signalling stronger brand recognition. Targeted campaigns delivered cost-efficient action, while social and content established 2aspire as a trusted, accessible gateway to learning, skills and careers.
"It’s been a pleasure working with Social Change over the past few years. They’ve taken the time to understand our service, audience and objectives, helping us communicate our offer clearly and reach more people across Greater Lincolnshire. The team has been supportive, responsive and easy to work with throughout, delivering engaging communications that have raised awareness of 2aspire while staying true to our values."
Wendy Poole, Strategic Skills Manager, Lincolnshire County Council
0 to 2,600+
monthly website users
165 to 22,000+
social reach (+13,233% increase)
200+
campaign clicks delivered at <£1 CPC
80%+
new users driven by awareness activity
