All work
Work
Brand awareness campaigns
ITAA sells high-value advisory work to a small, senior audience who often only look for help once an audit letter or renewal lands. The aim of these campaigns was visibility: getting ITAA in front of IT and procurement leaders on LinkedIn and in Google search, so it was already a name they recognised and trusted by then. I built each one around a genuinely useful offer, a playbook or a licence review, and kept the ads, landing page and content telling the same story so every touchpoint reinforced the brand. Both campaigns also generated leads.
2.18%
LinkedIn click-through rate on the ELP ads, several times the platform benchmark
50%
of all website traffic came from the ELP campaign while it ran
+50k
search appearances from the Java Licensing Playbook campaign
ITAA
Java Licensing Playbook campaign
My role: Co-writer, designer, landing page, paid social
In 2023 Oracle moved Java SE to a subscription priced on total employee count, so an organisation with Java on a few thousand PCs can be quoted for every person it employs. The campaign had to make ITAA the name buyers saw on LinkedIn and in Google when that risk reached their desk.
What I did
Co-wrote the 11-page Java Licensing Playbook with ITAA’s Oracle consultants and designed it, giving a dense technical subject a clear path from the four-phase risk journey on page one to a self-check readers can run on their own estate.
Built the gated landing page, keeping the download form above the fold and the message matched to the ads so visitors knew straight away they were in the right place.
Promoted it with a LinkedIn carousel (see Social media) and LinkedIn document ads, which let buyers preview the playbook in their feed before downloading.
Outcome
The campaign added 50,000 search appearances, raising ITAA’s visibility for Java licensing and bringing more Java-related visits to the website. It also brought in qualified Java licensing leads.
See the landing page
ITAA
Microsoft ELP Review campaign
My role: Ad design, landing page audit and rebuild
ITAA’s Microsoft licence review, launched as ELP in a Box, shows an organisation what Microsoft software it owns, what it uses and where it may be overpaying before a renewal. The aim was to raise its visibility with IT and procurement leads on LinkedIn, which meant making a technical service stand out in a busy feed.
What I did
Designed five 4:5 ad statics sized for the mobile feed, each opening on a question buyers already ask themselves, with a shared footer so the set built recognition as one campaign.
Audited the landing page and fixed three problems: a noindex tag hiding it from Google, two forms competing for the same click, and copy that didn’t match the ads.
Rebuilt the page around a question-led headline and a single form, and renamed the service Microsoft ELP Review so the name said what it was.
Outcome
The ads achieved a 2.18% click-through rate, several times the typical benchmark for LinkedIn single image ads, and the campaign drove 50% of all website traffic while it was live. It also generated leads for the review.
Some client details and figures have been left out or kept general to respect client and employer confidentiality.
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