Credential
The client
Crown is a leading UK full-service corporate communications and marketing agency specialising in digital, live, film, design and print services to the FTSE 100 and public sector.
The brief
Develop Crown’s direct marketing capabilities and support the sales team to develop its customer prospecting, acquisition and management systems.
The solution
We completed an analysis of the Crown’s business environment to determine its USPs and market credentials. This activity included competitor analysis and customer segmentation. The subsequent insights gained supported the development of a targeted campaign to promote Crown’s services to the Investor Relations and Government sector markets.
Targeting the new customer segmentation, we carried out an Email marketing campaign which included recommendations for a web based Email campaign solution. We developed content and messaging and utilised online campaign reporting and management tools. Post campaign analysis showed open rates of 12% to 16% and a 50% click through rate. The Direct Marketing activities were integrated with sales support and follow up to convert prospects which show interest in the campaign.
Supporting the Direct Marketing activity for Investor Relations we managed the development of a website to provide credibility and depth to Crown’s service offer. This project involved a full build from design concept to launch and included proposition development, supporting content, architecture and optimisation of the user journey. Redevelopment of the overall corporate website followed this initial web development and included the creation of PR resources and a news and awards section to further enhanced Crown’s corporate and online profile.
Credentials are the life blood of an agency so we managed the development of Crown’s internal knowledge management system utilising Microsoft CRM and Google search technology. This delivered greater organisation of the company’s IP and provided information for sales tool development, new client acquisition and lead generation. Crown went on to achieve a growth rate of 60%.