Summary
The Brief
Our brief was to reinforce Simpson Carpenter’s positioning of ‘Experience. Creativity. Simplicity’. Specifically we were tasked with gaining 10 new business meetings as a result of the campaign.
The budget was just £30k, which had to stretch to a multi-disciplined, integrated campaign.
The Solution
A co-ordinated approach with a simple, effective and memorable theme. We split a very limited budget to ensure that every penny was targeted with absolute pin point accuracy and every medium used consistently and with clarity.
The Results
Eleven new business meetings in two months which have so far generated three clients and £300,000 revenue.
Brand
Simpson Carpenter
Agency
Quick-Thinking
About the client company
Simpson Carpenter is a small to medium sized, independently owned and operated Research agency. Based in Wimbledon, it operates alongside blue chip clients in the following areas:
– Retail
– Telecoms, Media & Technology
– Automotive
– Telecommunications
Its strengths lie in the experience of its people, the creativity which they bring to research issues and the simplicity with which they communicate their findings. Strategy – broader business issues the company is facing. The broad issues the company faces include competition from ’boutique’ qualitative agencies which offer ‘groovy’ qualitative techniques but do not join the dots with quantitative research.
Attraction and retention of staff is also key. Simpson Carpenter ads and DM are aimed as much at our staff and potential staff attending interviews as they are at prospective clients
Objectives of the campaign
– To communicate Simpson Carpenter’s core values of ‘Experience. Creativity. Simplicity’.
– To generate 10 new business meetings.
– To retain existing staff. To recruit new staff.
The target audience
The campaign was targeted at senior decision making researchers working in any of Simpson Carpenters three specialized areas. This group are often tired of the daily interruptions of new business approaches – and also often tied up with implementing brand campaigns. Researchers also often have strict planning timetables with strict and in the current climate, limited budgets so ‘hitting’ them at the correct time and empathetic tone was essential.
Media, channels or techniques used
This campaign uses all relevant channels truly effectively. The execution in each case is simple and consistent. The tone of voice tells its own story. Other agencies waffle. Simpson Carpenter tell it like it is. The integrated campaign included:
– Direct Marketing
– Online
– Emails to target database
– Data stick business cards at Insight Forum
– Press advertising
Timescales of the campaign
Brief to agency: June 09
Initial Response: July 09
DM: Mid September 09
Front page ad Research: September 09
Budget
29,500
Client testimonial
” Quick Thinking has been our agency since the launch of our business 10 years ago. They produce consistently high quality communications material. ‘The Point. And how to get to it’ was a particularly successful example of a response to a tight brief which not just looked beautiful, but worked beautifully too.” Tom Simpson, managing director, Simpson Carpenter
