The Background to the Campaign
In January 2012 Studiowide tendered for, and successfully won, a project to create a consumer identity for a new business venture within an established insulations systems manufacturer.
The project outline was to deliver a complete integrated marketing suite of services for the new venture, including; website, demonstration videos, photography, PR, graphic design, strategic marketing and direct marketing. And, as a further project, the company also required a redesign of their current company website.
Our client required a marketing company and creative partner who could deliver a total solution within the agreed timescales of 12 weeks for phase 1.
The main objectives were as follows;
- Create a new brand name – ensuring its uniqueness and ability to trademark
- Create a complete brand identity and associated marketing materials
- Design and build a dynamic website with content management system
- Provide tactical marketing assistance
- Promote the new brand in selected markets
The initial target market consisted of a consumer demographic within East Sussex. This area was regularly subjected to periods of high wind storms and wind driven rain, with a risk of flooding.
The campaign pieces had to communicate directly to this target market; highlighting the problem, whilst demonstrating the product could provide the solution.
Our client had previously operated at a business to business level and now required a partner to assist them with their business to consumer image. Studiowide was hired to provide a professional creative design service, whilst also acting as a sounding board and for strategic marketing advice.
Following the creation of a project plan we organised an initial brainstorming sessions at the client site. After which, we came away with a shortlist of potential names that could be further developed and stylised.
At our next meeting we presented mood boards, incorporating the outline for the new identity. Following the unanimous decision for a name we set off to create further imagery – inserted into mock-ups so that the client could get a feel for how the name would work in a variety of designs and layouts.
As part of the initial name checks, the trademark application came back with some minor recommendations. This report cast a slight doubt as to the probability of a successful trademark application going through for the preferred name. The name was therefore altered slightly to a more suitable format which was guaranteed its uniqueness as a trademark name.
After receiving feedback on colours and style we then finalised all marketing materials and literature, including website. The whole phase 1 of the project had to be completed in less than 6 weeks. This was quite a challenge, as most creative companies would require 4-6 weeks to design and build a website only.
Our progress was communicated at all stages of the project and regular meeting were held, both at the client’s site in Accrington and also at Studiowide offices in Rodney Street, Liverpool.
On the 22nd February the deadline for phase 1 was met and the following marketing materials were signed off;
- Business Cards
- Id Badges
- Direct mail pieces
- Power point presentation
- Appointment cards
Our client also allowed us the opportunity to provide a combined design and print service for all printed materials.
All marketing materials were signed off in under 6 weeks. This is a significant challenge for any creative marketing company. The result was achieved not only through focus and experience, but is also testament to the client; demonstrating that demanding projects can be achieved through close collaboration. This was a great success – not only did we achieve the original objectives; we significantly strengthened our relationship though a new partnership.
The success of the project was attributed to the creative ability and marketing knowledge of all the team at Studiowide. Furthermore, the project was kept within control by adding the additional printing service – we were able to offer all printed materials on this project to the required specification and timescales. Because of this, Studiowide was able to remain in full control of the project from concept, to design, through to ordering and supply of printed materials. Having this offer of a total solution helped us to deliver a complicated project within the planned timescales and budget.
As a company, Studiowide is positioned to deliver projects of this nature. Our service offer had been devised around a deep understanding of what small to medium sized businesses require in order to promote themselves in the best way possible – this total service approach was perfectly matched to the needs of this project.
“Studiowide have designed and produced a marketing identity for our brand new division. This is from name, logo, colour scheme, right through to multiple literature pieces, co-ordinated with a great website. All in under two months – with a very down-to-earth attitude and a commitment to both excellence, and the schedule!”
Craig Treanor –Technical Marketing Manager.