SLG had begun repositioning itself as a specialist marketing agency for the construction sector. It needed to convey the specialist message to potential new clients in a clear convincing manner and persuade them to begin a dialogue with SLG.
Primary research undertaken by SLG revealed that its top 700 potential clients required their marketing agency to have proven market understanding and an effective creative approach.
SLG then assessed the trends and issues within the construction sector and identified that the government’s ‘Building schools for the future capital building’ programme had set aside a considerable budget for the new build and refurbishment work on the UK’s educational infrastructure. The agency decided to use the programme to convey its specialist stance by alerting potential new clients to the huge opportunity.
Gingerbread men
SLG’s research had shown clearly that four key groups comprise the decision-making unit in the specification process for the educational projects: architects, contractors, education authorities and headteachers. A gingerbread man figure was created to represent a member of each of these groups and used as the imagery to convey SLG’s understanding of the sector.
The agency targeted building product manufacturers and divided them into gold and silver targets according to their individual turnover, likely marketing budget and their geographical proximity to SLG. Gold targets received the mailer and a real headteacher gingerbread man while silver targets received the mailer only. Direct mail was followed by telephone contact and the agency used only its own internal resources, apart from the creation of the gingerbread campaign. The total cost of the campaign was £3800.
Results
The campaign managed to reach its objectives of generating new business, reaching companies, opportunities to pitch or quote on proposals and gain new clients. The campaign also raised awareness of SLG as a construction specialist among building product manufacturers so that when speculative prospects/pitch opportunities arose, the agency would automatically be considered.
