Case Studies - The Specialist Works

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Double success for The Specialist Works

The Specialist Works is one of only two media agencies to win a place on the Sunday Times Virgin Fast Track 100. This prestigious list is a network of the UK's top-performing private companies, featuring businesses that have increased sales and created new jobs in the past year. It is regarded as one of the definitive barometers of private company growth.

We are also winners for the second time in the Best Media Planning Service category at the ECMOD Supplier of the Year Awards. This accolade is particularly special because it is achieved through customer votes.

A tasty affiliate programme proves successful

• Client: The Chocolate Tasting Club
• Agency division: The Digital House
• Objective: Increase monthly orders and improve incremental traffic
• Strategy: Bring more visitors to the site and improve conversion rates
• Result: A 66% year on year increase in affiliates driving clicks, an improved conversion rate and an increase in orders

• Client: Flowercard
• Agency divisions: The Digital House, The Press House
• Objective: an integrated package for Mother’s Day
• Strategy: synchronise promotions across all media channels
• Result: campaign surpassed client expectations for increased profit per new customer

• Client: Cancer Research UK
• Agency division: The Insert House
• Objective: revitalise donor recruitment via inserts
• Strategy: use our experience to plan and buy niche media that work
• Result: insert response levels up a staggering 500%

A skilfully-planned TV and radio campaign

• Client: Payday UK
• Agency division: The Broadcast House
• Objective: re-establish the brand as the number one ‘go-to’ for consumers
• Strategy: high-impact creative coupled with continuous media schedule optimisation
• Result: a hugely successful regional test hits all targets and goes national throughout 2012

Business performance and customer service net us industry recognition

A cleverly constructed affiliate programme boosts business for The Chocolate Tasting Club

Integrated digital and press campaign increases profit per customer for Flowercard

Astute media planning and buying generates highest ever response rates for Cancer Research UK

Our DRTV script to screen service pays dividends for Payday UK

The right format sees a five-fold increase in response

Client: Cancer Research UK
TSW division: The Insert House

Cancer Research UK is the world’s leading charity dedicated to beating cancer through research. It is funded entirely by public donations.

Objectives

The client asked The Insert House to help them get inserts working again – response had fallen to the point where they were considering abandoning the medium.

Strategy & Execution

We analysed the previous five years’ results, looking at every creative execution and media channel to see what worked and what didn’t.

One format stood out as having the potential to be effective. We refined the format using our experience in the market and matched that with what we have found to be the most effective media for this type of campaign:

Subscriber copies of magazines
Member magazines
Catalogue mailings
Product despatch

Results

Initial results were positive and the learnings from this initial campaign allowed us to refine the target media further.

Three years on, we are running at a consistent success rate of five times previous response levels and client spend has increased by 700% over the period.

If you would like to discuss how to make your inserts work harder, please call Parry Jones on
020 7539 6116, or email: parryjones@theinserthouse.com

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