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

Specialist beats generalist for travel

Client: Great Rail Journeys
TSW divisions: The Insert House, IPH Global

Great Rail Journeys are specialists in escorted holidays by train, the UK’s largest rail-based holiday company offering rail tours to over 40 countries.

Objective

The client came back to The Insert House, after a brief sojourn with another agency (realizing that we had done and could do a better job for them) and tasked us to build a database via inserts, with a long-term goal of recruiting via DM.

Strategy/Execution

We created two distinct types of offer – sell now and sell later – and tailored the print format to this proposition
We took national press off the schedule in favour of niche/targeted media
We added a considerable tranche of third party inserts into the mix, reaching affluent greys
We reduced marketing costs by piggy-backing our existing high volume media and print deals (we print/place 2 billion inserts a year and are the UK’s biggest operator in the marketplace)

Results

Cost per enquiry came in at under £20 purely from the insert. When online attribution was applied, the eventual ROI was over 6:1 (£) and the best media on the schedule delivered ROI of over 12:1 (£)

As a result of this success, we are analyzing response data to build long-term flow of response and conversion – an increase in marketing investment.

If you would like to discuss how we can improve your ROI, call MD Jim Lewcock on 07899 815 978, or email: jimlewcock@theinserthouse.com

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