Presentation to Name of company 23rd January 2012
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Welcome to involve
A brand new agency that’s been successfully delivering results for over 45 years. Involve may be a new name in marketing but, with the combined knowledge
and expertise of direct
response experts JDA and mature market specialists Millennium, we’ve got over 45 years experience in delivering results.
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As a full service, integrated agency we can offer your business... ‌visionary strategic ideas, beautifully crafted creative ideas, exciting new interactive ideas, and outstanding media ideas.
Ideas that engage. Ideas that inspire. Ideas that
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Who do we work with?
Why should you work with us?
Services
Research First we get to know your customers, what they believe, what they want from you. We look at the competition to see if there are any untapped opportunities that you can make your own. We can provide:
Accompanied shops Shopper reviews Depth interviews Focus groups
With a thorough understanding of your products and what your customers expect from them, we can develop powerful sales propositions that really work.
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Planning We’ll profile and segment your audience to find the most profitable customers to acquire, retain or reactivate. And develop a contact strategy to reach them at every step of the decision-making process. We can provide:
Trend analysis Customer journeys Contact strategies Data segmentation and modelling
This highly-targeted approach, singling out a clearly defined audience , lets you tailor your messages to the people most likely to respond rather than appealing to the masses.
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Media We’ll put together a cost-effective media plan to make sure you can influence your customers wherever they are: whether they’re at home, on the move or in your store. We can provide:
Press Online Broadcast Outdoor
An intelligent, tailored media strategy will give your business more impact for your money and firmly establish your brand in your audience’s mind.
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Creative All this groundwork means that when we come to do the creative, we know exactly what to do. We’ve got our direction and focus, now all we need is a bit of sparkle to deliver truly involving communications. We can provide:
Branding campaigns Direct marketing Digital POS Catalogues & literature
Hard working creative can do much more than simply make you look and sound good, it can have a dramatic impact on your business.
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Digital Simply the most involving media there is. More demonstrative than press. More cost-effective than TV. More personal than print. We’ll take your online marketing activity and properly align it to your business goals. We can provide:
Websites Emails Banners Search marketing
We never forget that media and technology are just means to an end. We’re in the business of helping you to sell more.
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Results Finally, we measure the response to see what’s working and review any opportunities for improvement. This way we’re always learning and innovating to deliver more efficient solutions and better results.
By taking on these new insights we are able to develop and refine our solutions so you can look forward to hard working communications that really deliver.
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Case Studies
Cust omer Ref erence: XXXXXXX Customer Reference: Y our rref ef to e: XXXXXXXXXX Your o to quot XXXXXXXXX quote: January 2010
Sample ple Mr A Sample Sample Roa ad Sample Road Sampletown w Sampletown SSampleshire ampleshirre SAB 123
Getting current account customers to make the switch
Dear Mr Sample It’’s not It’ not every every bank bank that that thanks thanks you you for for b eing a customer. customer. But But Halifax Halifaax isn’t isn’t like like most most other other banks. banks. Just Just llook ook being our Reward Current Account. pay we’ll aatt o ur R eward C urrent A ccount. EEach ach ccalendar alendar month month yyou ou p ay iin n ££1,000 1,000 w e’ll ggive ive you you ££5. 5. Even Even if if yyou ou ggo o overdrawn money wee ccan’t Why wee d do Well o verdrawn yyou’ll ou’ll still still gget et tthe he m oney aand nd w an’t say say ffairer airer tthan han tthat. hat. W hy do do w o iit? t? W ell iit’ t’s tthe he vvery ery wee ccan our lleast east w an do do to to tthank hank o ur ccurrent urrent aaccount ccount customers. customers.
Challenge
Our Rewar Our Reward ew ward rd Current Cur rent Account Account gives g ives yo you u £5 £ each e ach m month onth you u pay p ay in n£ £1,000 1,000
But doesn’t uss w we’ll To B ut it it d oesn’t sstop top there. there. IIff you you sswitch witch yyour our ccurrent urrent account account tto ou e’ll ggive ive yyou ou £50. £50. T o ttake ake aadvantage dvantage off tthis March o his exclusive exclusive deal deal you you must must switch switch before before 1st 1st M arch 2010. 2010.
overdraft puts you An A no verdraft tthat hat p uts y ou iin n ccontrol ontrol
This brief came with a hat-trick of challenges that would make any agency shudder!
There’s aanother There’ nother b ig difference difference tto o tthe he R eward C urrent A ccount. IIff yyou ou u se an an o verdraft, we’ll we’ll m ake it it ssimple imple w ith fixed fixed big Reward Current Account. use overdraft, make with daily d aily fees fees that that are are easy easy to to track track – meaning meaning you you can can easily easily calculate calculate how how much much using using aan n overdraft overdraft is is going going to to ccost ost you. you. All A ll the the facts faacts and and figures figures are are iin n the the lleaflets eaflets we’ve we’ve included included – aalong long with with a load load of of other other great great reasons reasons to to switch switch your your current current account account to to Halifax. Halifax. You’ll You’ll also also find find o ut how how to to boost boost the the rate rate on on a wide wide rrange ange of of vvariable ariable savings savings accounts accounts out you have you h ave with with us! us!
IIt’s t’s eeasy asy tto o aapply pply
1. Launch a completely new kind of bank account to a cold audience, and overcome the notorious apathy to switching 2. At the same time, make this pack the test bed for the first below-the-line execution of the new Halifax brand 3. Do it in three weeks over Christmas!
Don’t for Don’t fforget orget – ass w well ell as giving yyou ou £5 each each month onth with our Re Reward ward Curr Current ent Ac Account, count, w we’ll e’ll also also givee yyou usee our sswitching giv ou £50 if yyou o sswitch ou witch to ou need tto o do is us witching sservice ervicce and credit to us. All yyou credit £100 new current account activate forward iinto int to your your ne w cu urrentt ac countt tto o ac ti ate it. And tiv nd d then yyou ou can look fforw orward tto o rreceiving eceiving i i yyour our payment weeks. offer, please overleaf. £50 pa yment within thin six w eeks. FFor or full details on this off er er, ple ase ssee ee o verleaf. a. two we’ll takee car caree of it fr from theree and mak makee Using our sswitching witch hing service service is easy. easy. Sign tw o fforms orms orms and w e’ll tak o ther om suree all yyour payments across account. sur our rregular egu ular pa yments are oss to our new count. are carried acr to yyour new ac
iiff you you switch switch before b befor efor fore
01.03.10 01 1.03.10
Yours Yo Yours o sincerely sincerely
“A gr examp eat le of ho w Involve SSwitch witch ttoday oday tto o tthe he b bank ank tthat hat rrewards ewards y you ou interpr can Call: 08457 20 30 40 Pop into et your local guideli brand branch nes” Mike Mike Regnier M Director, Director, Personal Personal Current Current Accounts Accounts
(lines open 24 hours, 7 days)
The result was a strong, incentive-led pack that neatly and concisely explained the new deal on a Reward Current Account, whilst adhering to the values, tone and visual approach suggested by the accompanying above-the-line campaign.
Result Final results are still to be shared, but in the meantime a recent Halifax brand review held up the pack as one of the finest examples of the new brand in action, setting a benchmark for both ourselves and other agencies to follow. worked with jda on Halifax, and Birmingham Midshires, across both “ I’ve Banking and Home Insurance so I know they can apply their originality and creative thinking to any financial services brand or brief. My team are particularly proud of the current account work featured in this profile – it’s a great example of how involve can interpret brand guidelines and yet still deliver a hard working DM piece. Kristy Halpin, Head of Halifax Current Account Marketing
”
£50
Remember, exclusive makee the sswitch Rememberr, this ex clusive offer offfer er ends on 1st March Marrch so so go go on, mak witch today. today. You’ll You’ll be better better off all round. round.
Quote ref at top of letter
Response
OFFER LIMITED L IMITED OFFER
Click: www.halifax.co.uk/reward
48 sheet
Launching a new free packaged account
SMASH ED
CLIENT
TARGE TS
Challenge N&P Building Society’s main aim is to do everything in our power to make sure their customers are in control of money. Involve were briefed to take look after their annual branch campaign business. The campaign was aimed at both new and existing N&P current account customers who bank elsewhere. The goal was to make N&P their primary account by switching them to the ‘Gold Classic Current Account’ – an everyday account with lots of exciting extras such as great saving rates, free debit card use abroad and free card and key protection! The big challenge nowadays being that people are reluctant to switch!
Response
Counter top A4 poster
SWITCHING IS
EASY
It was a challenge, but we came up with a simple, yet striking concept using the ampersand from the logo to emphasize all the extras included with the account. The idea was then brought to life using the bright colour palette that was part of N&P’s recent rebrand. This meant that when it was rolled out the concept had real impact across all media, including direct mail, branch POS and outdoor advertising.
Result The campaign launched in January 2011 for eight weeks and was a huge success, almost doubling N&P’s targets for new Gold Classic Current Accounts. In the words of Marketing Manager Amanda Goodbun: “The banking campaign has gone brilliantly! We’ve smashed our targets and the whole campaign was very well liked by the retail network.”
If we don’t do it in 10 days we’ll give you £50 A CURRENT ACCOUNT & Much, much more
N&P IS AUTHORISED AND REGULATED BY THE FINANCIAL SERVICES AUTHORITY. GOLD CLASSIC CURRENT ACCOUNT MUST BE FUNDED WITH A MINIMUM OF £500 PER MONTH, IF NOT, A £5 PER MONTH CHARGE APPLIES. THE £50 GUARANTEE DOES NOT APPLY IF IT IS THE ORIGINATOR OR YOUR EXISTING BANK THAT HAS NOT ACTED ON OUR INSTRUCTION. PS113
Queue poster
Gold Classic Current Account POS
Internal posters
External posters
Driving customers to seek financial advice
A NEW FACE F RECOG OR A NIS BRAND ED
Challenge
Response
Result
After conducting in-depth research to identify potential customers for financial planning products such as pensions, protection and investments, the Involve planning team briefed our creative team to come up with a striking campaign to pull more customers into branch, into conversation with staff and into appointments with qualified Legal & General advisers.
These deliberately rhetorical and provocative communications were designed to shake customers out of their complacency and apathy about investment, protection and pension products. The aim was to prick the conscience of customers approaching middle age who knew they really ought to be making more provision for their future.
The strong, striking window displays are there to catch attention, draw people into branch and stimulate conversation with counter staff. The take-one leaflets and dispensers provided the details counter staff needed to move those conversations on to the point that customers were willing to book an appointment with a Legal & General financial adviser, who we gave their own suite of communications to close the sale.
Press ad
Investing in the developing world Challenge Oikocredit is one of the world’s largest sources of private funding to the microfinance sector. Since they were established 35 years ago in the Netherlands, they have expanded into other countries across the globe. They provide microfinance and credit to trade cooperatives, fair trade organizations and SMEs in the developing world. In order to help more of the world’s poor to build better lives for themselves through access to affordable loans, they approached Involve to explore new marketing channels to help them attract more investors in the UK. They would then apply these channels across the rest of Europe.
Response 50% of global investment comes from Germany and 25% from Netherlands. To increase awareness in the UK, we developed an insert campaign which ran in religious and ethical titles for four months. This activity was supported by a press advertising campaign to tiein with National Ethical Investment Week and a banner campaign at www.guardian.co.uk in their investment section.
Result The client was pleased with the response, both in terms of responders and the feedback from the ethical investment community. As a result, OikoCredit is already planning a second insert campaign for next year.
GETTIN ROLLE G D AGAIN OUT IN
2012
Microsite
Launching a new car insurance product Challenge The car insurance market is notoriously price-driven. Sorting out their annual cover is also something people like to achieve as quickly and simply as possible, often using price comparison websites as their first port of call. So when we were asked to launch Lloyds TSB’s new car insurance service we knew that we would have to have a compelling proposition, backed up by the bank’s friendly and distinctive personality.
Response
SUCCE SSFUL LY
APPLIE D NEW B R
We produced a mail pack that gets the message across in a clear way which is also warm, human and shows Lloyds as the friendly experts who will be with you “for the journey.” We chose a simple A3 folded to A4 format which gave us the freedom to create a large illustration to demonstrate just how the customer can be helped along their way. In a market where car insurance is not much more than a commodity it’s given Lloyds TSB’s cover a warmth and humanity designed to appeal to the bank’s customers.
Result This was one of the first opportunities Involve had to work with Lloyds TSB following their takeover of HBOS. We quickly got to grips with the brand’s identity and tone of voice, which made the approval process plain sailing.
AND
BEAT
Helping customers bank at their Post Office
CLIENT TARG ETS
Challenge
Response
Bank of Scotland wanted to tell Easycash customers living in remote areas of Scotland, who could be some distance away from a BoS branch, that rather than travelling miles they could now do the most simple banking at their local Post Office.
Involve created a direct mail pack and email that explained how they could now enjoy the ease, convenience and security of making cash withdrawals, free of charge, over the counter at Post Office. We also reminded these customers that they could also use online and telephone banking for more complex transactions, wherever they are.
Turning new brand guidelines into hardworking DM Challenge Although we were intimately familiar with the product (having sold it successfully year-on-year for Halifax), the challenge here was to ensure that we could sell the same package successfully within the more considered and yet more fantastical realm of the new Bank of Scotland brand.
Response We came back with an interpretation of the brand that met the new tone of voice head-on and a visual style that was true to the brand, while still avoiding the most obvious clichĂŠs of traditional home insurance advertising. This was a pack that added a charm and intrigue to the already strong selling messages inherited from Halifax.
Result The pack demonstrates our ability to quickly understand a brand, and develop great creative – without ever losing sight that each piece must work hard to maximise response.
SUCCE SSFUL LY
APPLIE D NEW BRAND
Thank you
Contact If you have any questions please don’t hesitate to ask:
Joel Spence – Business Development Manager Email: Phone: Mobile:
joel.spence@involveagency.co.uk 01274 528833 07972 142647
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