February 19, 2016
Background and brief
In 2015, Norwich went live as one of 22 UK SuperConnected cities, benefitting from faster and better high-grade fibre broadband and Ethernet connections. The ‘Superfast Britain’ scheme allowed small to medium sized Norfolk business to claim up to £3,000 to cover the capital and equipment costs of installation or upgrading their broadband, via vouchers, that contributed towards the costs of connections.
Leading East Anglian IT provider, Swains Plc wanted Norfolk based business to sit up and take notice of this ‘SuperFast Broadband’ scheme, position them as the independent, local company to use and generate leads.
Julie McClaughlin, HR & Marketing manager for Swains said, “The marketing campaign was successful, we were the leading independent provider for the region and on the league table came in 4th behind big guns Virgin, TalkTalk and BT. We have completed 11 connectivity vouchers during a 6 month period as well as raised our profile.”
Communicate developed three creative approaches. The chosen design was an eye-catching rocket ship theme, using the Norwich skyline and the Cathedral spire to depict the SuperFast rocket blasting off. Communicate planned an integrated marketing campaign, using this creative which was used across website banners, landing pages, EDP24 business online advertising, press advertising and editorial in EDP business and Norfolk Chamber magazine, an interview on Mustard TV, event banners, social media and html emails. ‘Jargon deflector’ ear pieces were also designed and printed for use at events!
What the client said
“Ben very quickly grasped our needs with a minimal brief and his team’s design is absolutely ‘out of this world.’ It was refreshing to meet a marketer who had not only a creative flair, but also commercially astute. The test is always’ did it work?’ and without a doubt the feedback and brand recognition was very positive.”
Claire Swain Mason, Commercial Director, Swains Plc.