Brexit created a moment of uncertainty for UK trading partners — but also an opportunity for Irish exporters. Enterprise Ireland needed to reach international buyers who were suddenly looking for alternatives to UK suppliers, and position Ireland as a credible, stable choice.
Working with creative agency Atomic, I helped to develop the communications strategy for The Irish Advantage, a campaign and website designed to connect Irish client companies with potential overseas partners. My role spanned content strategy, copywriting, SEO, email marketing, and content management.
I created an SEO framework that could scale across four languages at launch, drawing on expert industry publications alongside traditional keyword research to inform targeting for niche sectors. I wrote the website copy and managed third-party specialists including article writers and white paper producers who could speak confidently on technical subject matter. I also built and ran targeted email campaigns to segmented lists, and consulted on conversion optimisation to ensure the site worked hard to generate qualified leads.
Over the course of the campaign, The Irish Advantage drove more than 700 qualified leads for Irish companies, connecting exporters with international partners at a critical moment.
