Travis Perkins eCRM
The client brief
To develop a series of email templates to support existing successful direct mail campaigns, for 5 Travis Perkins Group brands. The overriding objective for all the emails is to push the customer into branch to spend on their account.
The execution
PCD developed an email template for each brand. We focused on delivering a direct message, underpinned by a push to branch. The recipients' local branch details are set up as dynamic fields populated from the customer database, to ensure the emails are personalised and relevant.
We then developed emails for each of the campaigns – including new customer activation, dormants and lapsed promotions. Some of the campaigns are heavily offer-driven, whilst others are focused around a concept – the appropriate use of copy and imagery is key to supporting each of them successfully.
Results
Results have been very positive across all campaigns. On the lapsed campaign, over £300k of incremental sales were attributed to the email.
Client testimonial
"I am very happy with the work that PCD have done for Travis Perkins. Not only have the results been successful but the team have followed brand guidelines accurately as well as adding value to the creative and personalisation. In conjunction with the emails PCD provide email tracking helping us to test, learn and refine our campaigns as they evolve."
High Street TV web strategy
The client brief
High Street TV have broadcast their own TV Channel – Sky 648. They sell a wide range of innovative products to make you fitter, healthier, look and feel better and make your life easier.
PCD's brief was to develop an effective web based sales channel and seamlessly integrate into existing payment and fulfilment systems.
The requirement was for client managed product portfolio, video streaming, quick and easy category and product updates and the ability for the platform to transfer to other countries – we have rolled this out to Australia, Ireland and the USA. We have also developed a series of product specific PPC microsites on a payment by results basis.
The execution
The site creative is designed to be upbeat, dynamic and product focussed. It also clearly establishes the relationships between High Street TV and the product brands.
Using best practice guidelines, the site shopping and purchasing process is designed to maximise account creation and minimise cart abandonment by making the payment process as easy and intuitive as possible.
The delivery
PCD have developed High Street TV's brand and web presence based on supporting the Sky channel and the tremendous exposure and buyer interest this generates. We have developed innovative strategies to deliver video content and a slick easy user shopping experience and have produced a site which:
- Has a market leading site visitor to purchase ratio
- Has a cart abandonment rate of almost half of the industry standard
- Delivery real volumes of new customers and income
- Is well developed and ranked for SEO
- Is capable of dealing with high volumes of detailed financial transactions
in a secure and stable platform
Epilepsy Action social
marketing campaign
The client brief
Epilepsy Action, a Leeds based Charity who provide support and advice on coping with epilepsy & seizure were celebrating their 60th Anniversary.
Our brief was to generate new donors by using this key milestone to leverage support. With limited budget, Epilepsy Action were keen to explore viral opportunities and utilise people who had previously had contact with Epilepsy action via forums and groups to turn them into donors.
Epilepsy Action had a Facebook group of over 8,000 members and an email database of people who had registered online and used epilepsy forums. PCD believed we could turn these warm contacts into ambassadors for the charity – to help spread the word and solicit donations.
The execution
PCD created a 6 month campaign called "Decades" based on looking back at the last 60 years since Epilepsy Action were founded.
Building on peoples warmth for nostalgia – PCD looked back at key cultural icons and events from each of the last 6 decades whilst highlighting key achievements for Epilepsy Action and improvements in the treatment of epilepsy during the period.
The campaign encouraged people to interact by voting for their favourite decade – whilst encouraging their friends and colleagues to.
Each activity signed off with asking people to help Epilepsy Action achieve even more in the future by donating as well as voting.
The delivery
PCD delivered via online and social media a complex, interactive, engaging campaign for Epilepsy Action based around our Decades creative theme.
Website
PCD created a webpage which sat on the main Epilepsy Action site whereby people could scroll across a timeline of the last 60 years to look at the key achievements of Epilepsy Action over the years as well as highlighting interesting events and cultural icons relevant to each decade.
The site encouraged visitors to vote and donate. Voting for their favourite decade then donating by directing them to a (decades themed) secure existing donations page.
We created a monthly email to the Epilepsy Action email database encouraging people to vote and donate, as well as forwarding the email onto friends to create viral traffic.
The emails highlighted different decades with lines such as Disco or Dog Collars for the 70's or Girl Power or Boyzone for the 90's.
Ambassador Promotion Guide
PCD suggested, then designed a simple online guide for Epilepsy Action members and supporters to use to create their own emails, links, just giving websites and social networking campaigns – including graphics, photos, links, logos and other resources.
Online Advertising
The vote for your favourite decade campaign was promoted by online skyscrapers & MPUs on relevant sites
A facebook game was created – based around a "Which decade are you?" theme. Once completed your choice calculated your decade and gave the opportunity to post it to your wall and invite your friends to play the game.
The campaign was promoted via regular updates and encouraging people to cut and past the link into their status.
Direct Mail
The "A great big thank you" for your help over the past 60 years which was used as a post it note element as part of the Decades campaign was incorporated into an Existing Donor direct mail campaign to help generate revenue.
Aviva Investors statement booklet
The client brief
PCD have worked with Aviva Investors to deliver Perspective magazine on a biannual basis for the last 3 years. Historically, the magazine has been distributed with biannual statements to investors to update them on key changes in the market, changes to their investment and as a tool to promote new funds. Following some research into competitors' statements, Aviva Investors felt that utilising new technology to create one personalised statement by combining the magazine and statement pages would bring them in-line with their competitors.
The execution
The creative is designed to follow the Aviva brand guidelines but have standout as a magazine/statement. There are limitations on the design for the statement pages and this was taken into consideration when developing the creative.
The delivery
PCD delivered individual artwork for each of the pages within the statement, in addition header graphics were created for the statement pages and filler pages were created as appropriate.
As this is the first statement of this type produced by Aviva Investors the communication between the mailing house, PCD and Aviva Investors was vital to the success of the project.
Engage super league microsite
The client brief
Engage Mutual have sponsored the Super League for the last seven seasons, throughout this time PCD have worked with Engage to maximise the value they get from the sponsorship. In 2010 Engage Mutual re-branded and re-developed their corporate site, at the beginning of the 2011 season Engage felt that it was important to bring the sponsorship site in-line with the corporate site and make it more interactive for fans. PCD developed creative and a number of recommendations including the development of a blog to increase the interactive nature of the site.
The execution
The creative was developed to be in-line with the Engage Mutual corporate site but it was important to retain some personality of the super league from the previous creative.
In addition, some of the campaign areas that are only on the site for a limited amount of time need to have stand-out and the design of the site needed to allow for this level of flexibility.
The delivery
PCD delivered a re-skinned version of the site with some new areas based on initial recommendations. A blog was developed that gives approved users access to upload blogs and also allows other users to comment. All blogs and comments can be approved by Engage prior to being made live.
Back to Earth charity fundraising
The client brief
To help England Rugby legend Neil Back to launch his Back to Earth fundraising effort and maximise sponsorship /donations for his chosen charity Help for Heroes. The campaign involved promoting a tandem sky dive with The Red Devils and co-ordinating a finale at The Great Yorkshire Show.
The delivery
PCD were involved with developing the back to earth brand, a microsite from which donations could be made, including twitter & facebook feeds as well as event organisation and PR.
We managed the twitter and facebook accounts and web launch to help recruit 25 jumpers to join Neil and his rugby friends. Once places on the plane were filled by sponsors we were heavily involved with promotion of the campaign through various media to gain donations.
The campaign culminated in The Red Devils parachuting into The Great Yorkshire Show to present a cheque to Neil Back to give to Help for Heroes. We received a free stand to promote the campaign and raise further donations from selling branded merchandise and a charity raffle.
Results
The campaign helped raise over £50,000 for Help for Heroes.
