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

A focused airtime planning strategy pays dividends for Payday UK

Client: PaydayUK.co.uk
TSW division: The Broadcast House

Payday UK are short-term loans specialists, owned by MEM Consumer Finance. They are the largest short-term loans company in the US where the brand is synonymous with the sector.

Objective

To formulate a new national direct response marketing strategy that would re-establish the brand as the number one consumer ‘go to’ company in the UK short-term loan sector.

Strategy and Execution

The Broadcast House in-house production team formulated the “Don’t say Mayday, say Payday UK” above the line TV, radio and viral creative campaign, featuring Commander Payday and his squad resolving the nation’s short term credit issues.

The creative strategy was underpinned by our specialist media buying team, who planned and bought TV and radio airtime in the Granada and Yorkshire ITV regions from August – November 2011.

During this test phase of the campaign, sales were continually optimised by our analytics team: by constantly questioning/assessing the different variables – spot length, day part, day of week etc., we ensured that the targets sets by Payday UK were achieved.

Results

Following the success of this initial test campaign, The Broadcast House was awarded the £2.4 million media-buying contract for 2012 and has retained the business for 2013 as a result of the campaign’s continued effectiveness.

If you would like to discuss how The Broadcast House can make a positive contribution to your business, please call Pete Mills, Broadcast Director on 07826 929650,
or email: petemills@tbh-uk.com

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