Trinity Mirror Solutions and its Birmingham newsbrands have embarked on a partnership with Google to promote Google’s Digital Garage across the city.
Based in the city centre, Digital Garage offers free practical workshops to anyone looking to further their digital skills.
The deal with Trinity Mirror represents significant local marketing spend from Google, yet crucial to the tech giant’s approach was to ensure it reached the core communities in and around the Greater Birmingham area.
Despite being a huge global brand, Google recognised that the Birmingham Mail and the new Birmingham Live website was the best way of communicating its message to local people and businesses.
Driving local engagement
Google approached Trinity Mirror earlier this year as it was looking to partner with a publisher to help spread the story of how the Google Digital Garage has helped transform the lives of local people and businesses in Birmingham.
Within that Google also wanted to inspire more people to make use of the Digital Garage while it is based in the city.
This relationship mirrors a similar one that was forged last year with another one of our titles, the Manchester Evening News. However this time Google was looking to spread the word beyond the city centre and into smaller local communities as well – specifically communities within a 45 minute journey of the Birmingham Garage.
The Birmingham team, led by field sales director Hayley Pearce and editor-in-chief Marc Reeves, formulated a media plan for Google that ensured its messaged reached the right people, in the right areas, at the right times.
An unparalleled audience
With the Trinity Mirror online network reaching more than half of the UK online population every month*, we’re able to specifically target individuals based on their location, interests and hobbies, thereby maximising campaign effectiveness.
Capturing potential attendees at all stages of the customer journey and across multiple platforms, Google’s campaign is a great example of how our services can be used to successfully reach the heart of local communities, inspiring them to take action and raising brand awareness.
As well as delivering results for Google via our own products, we’re also a Google Premier Partner. This means that we are certified as being up-to-date with the latest product knowledge across the Google portfolio. We specialise in creating bespoke campaigns designed to work for specific businesses. Our experienced team can guide businesses through how each product works and how they can help fuel growth.
* Source: comScore UK Feb 2018
What’s Digital Garage?
The Google Digital Garage is a training programme comprising digital skills training and personal mentoring sessions. It is completely free and available to individuals and business looking to acquire new digital skills.
The available workshops range from using email for work and creating spreadsheet to devising a digital marketing plan and building a business website.
The Birmingham Garage is based at 134b New Street in the city centre and is open seven days a week. Visitors can just drop-in for face-to-face advice or book coaching sessions in advance. Click here to view the list of available sessions.