Tamkeen · Bahrain
Tamkeen — from unknown to 95.8% awareness
The challenge
Research across 2008–2010 found awareness of Tamkeen's key SME support initiatives below 15%, with three core problems: low institutional buy-in (only 2.96% enrolled via employer), a demographic disconnect among students and the unemployed, and volatile web traffic.
The approach
An integrated strategy combined high-visibility physical media with a digital ecosystem optimized for direct search, plus a testimonial campaign. Lamp-post advertising reached 80% of the target audience, commercial billboards 28%, and 97% of digital referral pathways were captured through Google.
The impact
95.8% brand awareness and 75% campaign recall — 94% accurately identified the brand. Web traffic tripled immediately at four pages per session, word of mouth turned 64% positive, 25.7% of enrolments came via advertising, and negative sentiment fell to 7.28%.
Services
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