SC Creds_HRES
Transcript of SC Creds_HRES
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Agency Credentials
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ContentsIntroduction:
Our Approach
Our Agency
Case Studies:
For Dummies
Linda McCartney
Simon & Schuster
Adult Learners Week
Yamaha
Our Clients
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The two words information
and communication are often
used interchangeably, but they
signify quite different things.
Information is giving out;
communication is getting
through. Sydney J. Harris
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Our Approach
Where is everybody?The communication opportunities of today are as good as they
are bad. The customer is now in control and dictates to the
brand the time and the place for communicating.
There are more communication channels involved in motivating
a customer, but this increase provides greater choice and
presents marketers with more challenges.
People are entertained over the Internet, talk using text
and hold meetings via email. Are televisions, landlines and
face-to-face meetings a thing of the past? Is traditional
media doomed?
The answer is no, but what is clear is that people have a choice
and make their choice in relation to their lifestyle and how
informed they choose to be.
What is the impact?The 2005 Consumer Email Study showed that when asked
what they would like email to replace, 54% said telemarketing,
45% said in-person sales and 40% said direct mail to postal
address. An additional third (33%) of respondents would like
to see email replacing retail offers and coupons, and 28% said
bills or statements.
A new approach to communication is needed. Creatives should
no longer focus on interruption but on engagement, where media
selection is based more on the customers need rather than the
brands comfort zone. Engagement delivers long-term customer
relationships through the provision of informed and valued
dialogue.
Brands have historically used media to show the customer
a better way by becoming part of the brands community;
today brands strive to become a valued part of the
customers community.
Todays customer wants to feel engaged, empowered and
informed. Communications now need to stimulate, include and
provide the environment to achieve these relationship dialogue
moments. Traditional and new media now work together and
often have new and challenging roles in a campaign.
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Where does Silver Chair fit in?Its all about their needs. We love the new customer relationship
opportunities that media presents to brands today. Customers
are no longer gained by the biggest or the loudest voice, but by
understanding and caring. Brow beating a customer into
submission to buy your brand is an expensive and short-term
gain. Silver Chair is all about ensuring you understand the
customer and communicate how much better you understand
them than other brands.
Our approach is to engage and involve the customer,
communicating with the them over long periods. We ensure the
communication is focused on them and relevant to them at all
times. It really is all about their needs.
What can Silver Chair do for me?Our integrated customer focused approach rolls across todays
media landscape, providing our clients with one agency for one
campaign. Through our full-service network we ensure our client
is involved at a strategic and creative level, rather than them
ensuring a multitude of agencies are kept up to speed.
Innovation and creativity is part of our service. Our work is
developed with a collaborative approach that maximises todays
communication opportunities. Media planners work with creatives,
strategists work with operations and all work with the client. This
inclusive approach ensures our clients communications are
engaging, connecting and customer developing.
Our Approach
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Our Agency
Silver Chair is an integrated creative
agency that provides cross media
communication solutions. We work with
a number of leading brands including
tic tac, Viacom, Yamaha, Honeywell,
Linda McCartney, Sennheiser and
Fuji Film. Our team is experienced
in all agency disciplines and our
approach is results driven.
We have an international creative teamwith experience in all media channels
from online advertising to direct mail.
Our clients utilise our creativity
whether it be from driving in store
traffic to delivering online customer
relationship tools.
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Our people are creatives,planners, developers anddesigners. Here is howthey see themselves.
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Offlin
e
Direct Mail
Retail
Events
Press Ads
Outdoor
Branding
PR
Onlin
e
Virals
Websites
Mobile
Animation
Online Ads
Emailers
Blogs
Integra
tion
nning &St
rate
gyCreativi
tyProduc
tion &developmen
Our Solutions
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CaseStudies
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ProductCustom Publishing Solution
OverviewThe worlds largest knowledge brand wanted to grow their
market share in custom publishing, through strategic partnering
with corporate marketers and advertising agencies.
ChallengeTo re-position a successful consumer knowledge brand
as a strategic B2B publishing partner.
The Idea of our workTo emphasise the product sales and partnership opportunity
presented by the custom publishing solution we recreated the
Lord Kitchener war cry into a call to action. The Your Product
Needs Me strategy was developed and executed over an
integrated B2B campaign.
MediaDM, Press Ads, Web and Exhibition materials.
Results Web site traffic resulted in a 12% interest
registration rate.
Response rate to the campaign increased on previous
campaigns to 4.8%.
A new business pipeline rate was increased
by 16% on previous campaigns.
For
Dummies
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1: Direct Mail
3: Website
2: Microsite
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Simon &SchusterProductPaula Radcliffe Autobiography
OverviewOne of the UKs leading sports personalities wanted to
maximise the launch of their new book around a key event
The Great North Run.
ChallengeTo create a powerful and engaging campaign that would
connect with the book buying/sport enthusiasts acrossa variety of media.
The Idea of our workTo bring to life the race moment. We developed a creative that
enhanced the race experience for both the runner and the
audience. Paula Radcliffe is a brand that the public has a high
emotional regard for and we developed the campaign creatives
to project the feel of willing Paula to win and the emotions
Paula experiences during her career.
Media
Outdoor Advertising, Online Advertising, Direct Mail, Outdoorand Event Promotions.
Results Web site traffic increased by over 22% during the
campaign period.
Week 1 in store book sales were up by 3%.
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1: Outdoor
2: Banners
3: outdoor
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LindaMcCartney
ProductNon-meat Foods
OverviewRe-launch of one of the worlds leading non-meat food brands.
ChallengeTo develop a digital strategy and a number of platforms
to deliver brand values, grow awareness and drive
customer dialogue.
The Idea of our workTo develop a digital brand strategy that excited the consumer
with content and functionality, whilst maintaining the
wholesome and natural values of the brand. We created
a spoof band website to support their national tour, developed
digital brand kiosks for customers to interact with on the tour
and are developing the a brand showcase website and
a community platform to include the customer in the
communications process.
MediaOnline, email and event kiosks.
ResultsResults are not available at this point.
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3: Event
1: Microsite
2: Website
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ServiceAdult Learners Week
OverviewAdult Learners Week is the UKs largest celebration
of learning. It promotes education and training for adults,
provides access to information and guidance, motivates more
and different adults to participate in learning and celebrates the
learning achievements of adults.
ChallengeTo create an accessible and inclusive modern learning brand
that would engage and inspire learners, educators and
partners.
The Idea of our workTo energise adult learning and remove the barriers people feel
when faced with learning challenges in later life. We developed
the campaign tagline Join Our Journey to project the
opportunities achieved through learning and that it is
something that is achieved through a supportive network.
The campaign then introduced learning success stories through
the inclusion of learning award winners and their own
personal story.
MediaPress Advertising, Online Advertising, Direct Mail,
Web site, Email Marketing, Radio Advertising, Posters
and Event Promotions.
Results Results are not available at this time.
AdultLearners
Week
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1: Poster
2: Website
3: Email
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YamahaProductYSP Digital Sound ProjectorOverviewHome cinema provide the highest growth area in the A/Vmarket. Yamaha have developed a revolutionary new home
cinema sound product called the YSP, which uniquely provides
surround sound from one unit.
ChallengeTo launch a new technology from a specialist brand
in a highly competitive market.
The Idea of our workTo revitalise the 150-year brand value of Yamahas leadership
in sound and position the technology to appeal to style lead
consumers. The hearing is believing strategy was developed
and executed over an integrated consumer and trade
campaign.
MediaPOS, DM, Press Ads, Web, Product Literature, Event materials
and Exhibition graphics .
Results Web traffic increased by 300% during the campaign.
Response rate to the campaign increased by 4%.
Market share increased 14% in established products.
The product was critically acclaimed by specialist press,
and won over 5 awards including What Hi-Fi product
of the year.
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1: Direct Mail
3: Packaging
2: Press
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Our Clients
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A very large thank you for a job done
extremely well. I knew I could count on you to
make this campaign a success! I look forward
to working with you on more campaigns in
the future. (And, most importantly, to the funof working together of course!)
Laura Friedman, VP,Financial Times Knowledge.
Yamaha has introduced a true technological
breakthrough with our digital sound projector
and we have been impressed with Silver
Chairs approach to the communication
strategy for such a leading edge product
Jeremy Curtis, Sales & Marketing Manager,Yamaha Electronics UK.
The Minority Business Network providesa range of services to a vital part of the
business community. Silver Chair was briefed
to produce a campaign that is eye-catching,
with wide ethnic appeal. The brand and
campaign tools provided have been met with
a very positive response and have been
successfully implemented in a number
of new initiatives.
Cline Powell, Account Manager Marketing,Business Link.
Client Quotes
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You need your marketing dollars to work
harder for you, to generate new leads, seek
out new customers and drive sales. Silver
Chair does all this and more. They are the
full-service, professional organisation thatunderstands your needs and your markets.
Simply put, they are the answer to your
every marketing need.
Lenny Friedman VP Global DM & E-Commerce,
Jossey-Bass Publishers.
The team at Silver Chair are an inspiration
to work with. They are highly creative,
passionate and add clear strategic value
to all projects.
Michelle Long Director P&T Marketing
John Wiley & Sons.
My hat truly goes off to the team at Silver
Chair who all put in long hours and made
this huge undertaking seem effortless.
Adam Davids Manager Financial Services,Intellexis plc.
Client Quotes
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Everything can
be bettered...
Hertfordshire Office27 Queensway Hemel Hempstead
London Office14-18 Old Street
Tel: +44 (0)1442 400612Email: info@silverchair co uk