An Integrated Business-To-Consumer Case Study.
Beazer Birmingham (now separated into two operating regions) was,
at the time, the biggest of any region within the UK – chasing 750 sales
and completions per annum.
Tacktics Used
Press and litrature advertising, direct mail, point of sale
A Business-to-Business Direct Mail Case Study.
A new entrant into the market had adopted a highly competitive pricing strategy
which was affecting Caradon’s established position and share. Caradon decided
to fight on price with the objective of tackling the competition head on.
Tacktics Used
Direct mail
A Financial Services Case Study.
Welcome Financial Services supply the sub prime used car market with finance
through a network of used car dealers.
Tacktics Used
Direct mail
A Painting & Decorating Trade Case Study.
Harris had invested in a product launch a few years earlier which had led to scepticism
in the marketplace due to the limited nature of the range.
Tacktics Used
Multitactical
An Integrated Business-to-Business Case Study.
M Marcus are importers and distributors of architectural hardware. In April ’03, legislation
changes meant total supplier chain accountability for panic hardware – the method of
leaving public places in the event of an emergency.
Tacktics Used
Multitactical
A Product Group Case Study – Industrial Fasteners.
Nettlefolds had previously been the leading brand in the industrial fastener market in the UK.
After a management buyout the company had changed its name to EIS Ltd and completely
altered its marketing strategy to target the consumer direct rather than through the established
distribution channels.
Tacktics Used
Multitactical
Community Language Outreach Project – NIACE.
A campaign to encourage ethnic minority adults to engage in “skills for life” learning
opportunities (ESOL); specifically, for this campaign, improving English language skills.
Tacktics Used
TV, outdoor, radio, direct mail
An Above The Line Business-to-Consumer Case Study.
With over 100 high street retail outlets at the time and a low budget, Partners restricted their
exposure to two campaign periods, traditionally using on-the-page advertising in local press.
Tacktics Used
Direct mail
Radleigh Homes – A McConnells Public Relations account.
In 2002, Radleigh was a small team waiting to grow with a handful of developments under
construction across the region. Further opportunities to build in the locality provided development
potential for the housebuilder.
Tacktics Used
Public relations
An Integrated Businesss-to-Business Communications Case Study.
Richard Lees Steel Decking produce a product called Holorib which is used as a generic name
throughout the industry for steel decking. As such, Holorib was being specified at design stage but
then often replaced in construction.
Tacktics Used
Press advertising, direct marketing, exhibition
An integrated Business-to-Business Case Study.
While Unbrako hold the No. 1 position in their market for quality and reliability, their position
was not, at this time, reflected in their marketing or their market share.
Tacktics Used
Branding, point of sale, direct mail
A Direct Mail Case Study.
Pre-Christmas is a traditionally successful period for selling finance – particularly to the unsophisticated
money managers. The market is highly competitive with all the major “high street” lenders offering
product incentives to take on more loans.
Tacktics Used
Direct mail
An Integrated Communications Case Study.
Derby Tertiary College had a chequered history and previous campaigns had not achieved. The college
was facing severe competition from other local colleges and sixth forms with Derby Tertiary College
often coming third in a list of preferences.
Tacktics Used
Press, outdoor, radio advertising, direct mail, door to door, event marketing
Marketing News
