Case Studies
Community Empowerment Network Case Study
The Issue:
The CEN receives funding from the public purse in order to help the community help itself through active engagement and self-determination. Its mandate comes from Central Government which aims to give power to communities at grass roots level in order that they can influence directly, and contribute to, the matters which mean the most to it.
The Challenge:
CEN needed to communicate their services to the hard-to-reach groups and, what could become (or already are), disenfranchised groups within the local community. They also needed to advertise elections and raise awareness of local small grants being awarded. Perhaps the greatest challenge was the shoestring budget and the requirements to account for public monies in a responsible yet effective manner.
Our Response:
Creative Avenue’s approach was to devise a way to communicate the many messages of the CEN in a concise way, while being mindful of budgets, inclusivity, equality and diversity issues. We formulated a balanced platform that complemented the CEN’s marketing aspirations and that ensured compliance with Best Practice and Governance, while simultaneously instigating a strong call to action from as many community members as possible: after all, these people were the most important part of the equation.
The Execution:
Creative Avenue got involved with face-to-face and telephone interviews, photography, copy calls and liaison then organised, designed, and co-ordinated a pack which consisted of a newsletter, a Questions & Answers sheet, a reply paid card, a ‘benefits of membership’ leaflet, a member enrolment form and a branded sticker for the envelopes. An Exhibition panel was also produced to support roadshows. Creative Avenue worked closely with the CEN to ensure that all messages were ‘on brand’ and compliant with the vital equality and diversity policies.
The Result:
Packs were distributed in and around the community to those hard to reach.
Gilberts House Furnishers Case Study
The Issue:
Gilberts is the largest independent furniture company in Staffordshire. For many years it has been synonymous with classical furniture, not in the least due to its gothic style identity. As a result, it tended to attract only mature purchasers and was missing out on the younger, middle-market home-making couples and families. In short, its branding and identity saw it perceived as being rather stuffy and old-fashioned.
The Challenge:
To change attitudes and perceptions in the younger market without alienating the existing customer base. To raise awareness and promote brand recognition and recall.
Our Response:
A strong ‘push’ strategy to re-engage with the local market and drive traffic into retail outlets.
The Execution:
An integrated marketing communications campaign incorporating numerous tools, namely direct mail, local advertising and new corporate identity. A sustained advertising programme prompting strong recall and driving new visitors to stores. A direct mail programme sent to 250,000 residential prospects.
A new positioning statement and proposition for Gilbert’s: 'Staffordshire's Premier Furniture Store'.
The Result:
Increased market share, improved sales figures, better awareness and a change in perceptions. Conversion of clients away from other premium stores towards Gilbert’s.
MSE Case Study
The Issue:
MS Electrical had undergone an intensive marketing audit and diagnostic programme after it lost a major client. Business was drying up and jobs were in jeopardy.
The Challenge:
Identify and communicate with new markets and sectors; Raise profile and awareness to combat the threat from national contractors;
Our Response:
Following the market research audit and marketing brief, Creative Avenue suggested a corporate rebranding to help it push into new sectors of the market, in particular, the area of data and air conditioning. We focused on producing a new brand name and an image that could be flexible, and that could help deliver enquiries into each of their designated service sectors. In this way, MSE could differentiate itself from the competition and devise a platform for future communications based around an added value proposition in a growing segment of the market.
The Execution:
Creative Avenue created the proposition of 'Managing Safe Environments' to re-position them away from their competitors and deliver the company as specialists in the field of green issues. The design is in its first stages as the company is also going through a premises move for which new signage is also being produced.
The Results:
Although still in its early days, the programme is already attracting media attention which is being managed through the associate. New mailers are due to go out in the spring for a push into the office and work-buildings sector. Enquiries are up by some 20% and work is starting to pick up at levels which should project to significant growth for the year end.
Choices Housing Assoc. Case Study
The Issue:
Choices Housing Association (a registered social landlord delivering learning disability care across a number of service options) had won a new contract for a local authority outside of there local area to deliver floating support and domiciliary home care to individuals with any kind of learning disability.
The Challenge:
Identify and communicate quickly to the new audience and purse string holders the new services available; Recruit both staff and the individuals that would be in need of the new support services. Raise the profile and recognition of the client.
Our Response:
Creative Avenue recommended that initiating a re-brand would help Choices become recognized for there new specialist learning disability service in both the new area and locally. Focusing on service users first, there original brand and proposition would be strengthened. Choices then could differentiate itself from the competition and devise a platform for future communications based around a visual themed look that stakeholders would buy and opt in to.
The Execution:
Creative Avenue created the proposition of 'Putting you in the Picture' as a strap line supporting and reinforcing the new visual imagery produced. Regional and local PR editorials were distributed to the new contractual won areas over a period of six months to raise awareness and engage with Choices stakeholders. Recruitment adverts were placed and a stakeholder communication folder pack was produced containing informative items.
The Results:
New business was successfully being won and enquiries were flooding in. 90% of the editorials wrote gained publicity coverage in the targeted newspapers and journals. The new information pack has visually strengthened Choices brand and has made the ‘Lifestyles’ new service become recognized. Lifestyles now has its own unique brand logo designed by Creative Avenue and continues to be successful in business.
If you like what you are reading, then view our case studies and view our approach to some of the creative briefs we have undertaken.
We consider that our case study examples prove and demonstrate our creative approach.
From these case studies we are sure you will be able to see that we can produce all the necessary creative and communication items that your business needs.
Now let Creative Avenue help you to persuade your customers to do business with you.
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