30 Oct Superfast Broadband Marketing Campaign Helps Sales Lift Off
Our eye-catching marketing campaign for the Government’s Broadband Connection Vouchers scheme has successfully helped Norfolk based business communications company, Swains Plc, become the leading accredited independent supplier for SMEs.
In April 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 (which has ended) 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.
How the B2B marketing campaign was developed
Swains 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.
Three creative approaches were developed. 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. The design was incorporated into an integrated marketing campaign, planned by Communicate, which included website banners and landing page, online advertising on EDP 24 business pages, press advertising in the EDP business section and Norfolk Chamber magazine, press coverage in the EDP, Norfolk Chamber magazine and 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 has been very positive. We look forward to developing our business through the great relationship we already have.”
Claire Swain Mason, Commercial Director, Swains Plc.
The campaign results
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.”
Do you need help with your B2B marketing? If so, please give Ben Jackson a call on 01603 901512 or email [email protected] to find out more.