MARKETING MATTERS

We like to share our thoughts on matters relating to the integrated marketing services we offer – including marketing strategy, corporate branding, marketing communications, website design and development, digital marketing (search engine optimisation, digital advertising, social media marketing, content marketing, email marketing and marketing automation), and non-digital marketing (advertising, direct marketing, sales promotion, event marketing, public relations and corporate incentives).

AXA INSURANCE

by BGL Communications on June 23, 2017
AXA-Logo-300x119 AXA INSURANCE

AXA INSURANCE

AXA is one of the largest insurance businesses in the world. AXA Insurance contracted us to deliver ad hoc marketing support. This mostly took the form of the creation of tenders and presentations to support their sales team in their negotiation of contracts with their broker network. We worked in close partnership with their marketing team to design and deliver professional materials, often working late into the night to hit tight deadlines, and to accommodate important last minute changes. This work helped to win several high value new business pitches for the client.

We were also asked to deliver campaign concepts for a number of direct marketing initiatives, one of which was for a taxi insurance product. This work included a series of focus groups with the target market, to discuss their views and opinions about the product’s features and benefits, as well as to establish their feedback regarding design visuals which we created for the event.

Another project involved searching for images from online libraries to support one of their brokers, who was struggling to create professional marketing collateral. We were subsequently commissioned to design and artwork various materials on their behalf.

We were commissioned to assist with the preparation of a presentation template, the purpose of which was to agree bespoke agreements with brokers on an individual basis regarding joint business plan arrangements, and outlining the commitments from the partner and the support they would be offered by AXA Insurance.

We were asked to come up with message propositions for tactical campaign ideas, to design event invitations, to create internal documents, to design HTML templates for email campaigns, to develop sales incentives, and so on.

‘They were great fun to work with. Highly efficient and personal, and responsive to all my needs. They were always available at the end of the phone, and they never once turned down any requests – regardless of how tight the deadline. I trusted them to get on and deliver the work and they always did a good job. Very reliable and down to earth. I would not hesitate to recommend them.’

Alison Barlow
Senior Marketing Manager
AXA Insurance

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BGL CommunicationsAXA INSURANCE

HOME LEARNING COLLEGE

by BGL Communications on June 21, 2017
Home-learning-college-logo-300x72 HOME LEARNING COLLEGE

HOME LEARNING COLLEGE

Home Learning College is the UK’s largest online learning provider. We were commissioned to provide them with a fresh design style for the front covers of their entire range of training course booklets. The client had recently invested in a new corporate brand identity, but the logo had as yet not been applied to any literature, which potentially damaged the perceived value of the brand in the eyes of their customers. There is quite a large leap in faith to get people to pay for distance learning courses, and the challenge is always to reduce churn/cancellation rates, and to improve retention/loyalty.

There was no question as to the quality of the information in the booklets themselves – it was simply a case that the outer covers needed to replicate this quality to ensure that the first impression of customers receiving course booklets through the post was a positive one.

We created three different creative concepts for the client’s consideration and they chose one of these for development. Once the final design style had been approved, our studio created artwork for the front covers for their entire suite of booklets, using colour coding to differentiate courses from one another. We used library images to keep costs to a minimum, and transferred all usage rights to the client on completion of the project.

We supplied all design templates to the client so that their internal team were able to modify the artwork as and when required. The project was completed in two months.

 

‘Excellent creative work that was delivered on time and on budget.’

CEO
Home Learning College

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BGL CommunicationsHOME LEARNING COLLEGE

SAVILE ROW TRAVEL / FEEL GOOD HOLIDAYS

by BGL Communications on June 19, 2017
Feelgood-Logo-300x140 SAVILE ROW TRAVEL / FEEL GOOD HOLIDAYS
SRT-Logo-300x95 SAVILE ROW TRAVEL / FEEL GOOD HOLIDAYS

SAVILE ROW TRAVEL / FEEL GOOD HOLIDAYS

Savile Row Travel and Feel Good Holidays are two brands owned by the same independent tour operator. One of the brands delivered a higher end experience, but both offered tailored holiday experiences to discerning foreign travellers.

We were commissioned to deliver a number of marketing communication projects. These included the creation of a new logo for Savile Row Travel, design templates for both websites, holiday brochures for both companies and magazine adverts. We provided copywriting and copyediting services, as well as concept visuals, graphic design, image retouching, artwork and press ready files. We also liaised with their printer to manage the print process on their behalf.

We worked closely with the owner of the business throughout the process, and researched competitor websites to get a better feel for how others were operating in the marketplace. This enabled us to generate insights and ideas that fed into our work.

We subsequently developed an outline digital marketing plan to generate leads – the strategy included search engine optimisation, pay per click advertising, social media marketing, content creation and email campaigns.

 

‘I was very pleased with the work delivered by the Abacus team. They are very easy people to deal with and always bent over backwards to accommodate our needs. We now have a more professional collection of brochures to hand out to our customers.’

Giles Hoff
Managing Director
Savile Row Travel / Feel Good Holidays

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BGL CommunicationsSAVILE ROW TRAVEL / FEEL GOOD HOLIDAYS