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Case Study: St Helens Chamber of Commerce

Our client

St Helens Chamber of CommerceSt Helens Chamber works on behalf of the business and community of St Helens. They help businesses in the early days of setting up, give ongoing practical advice and support plus offer fully funded training including apprenticeships and NVQ's. They also work with Starting Point to get the unemployed back to work.

The brief

St Helens Chamber is the most successful organisation of its kind in the UK. With a new marketing strategy, a single marketing budget, a new brand identity and a new state-of-the-art website, they now needed a single promotional campaign that would drive awareness over the next 12 months.

The brief was 'Be Anything You Want', and its goal was to encourage the people of St Helen's to think big and aim high.

The campaign needed to talk to businesses, communities, employers, employed people, unemployed people, school children, commuters, investors, partners and intermediaries.

The ultimate goal was to increase web traffic by 50% and increase demand for services by 10%.

Having recently won the pitch for the social media brief, we were perfectly placed to deliver a comprehensive brand awareness campaign.

Our approach

Our creative strategy for the pitch was to present a sliding scale of solutions. Route one met the brief and moved the brand on through tone of voice. Route two took the proposition and used a show don't tell approach with aspirational messages. The third, and chosen, route challenged the brief and flipped the proposition on its head whilst moving the brand on a significant step with the introduction of photography.

The solution

'Be anything you want' is a grand statement that we felt was not entirely believable to the people of St Helen's. We therefore created the campaign line 'we're with you all the way' to show that the Chamber would support any individual or business, whatever their dream or ambition.

Holding on to the brand equity built up through the illustrative style, we introduced photography to help target the right audience with the right message. Segmenting the audiences was key to our strategy and photography was one of the tactics we decided to deploy.

From a media perspective, we wanted to piggyback on the Chamber's partners and existing database of members. This was then supplemented with a broad reaching outdoor campaign and targeted online channels.

The work

The result

We have just launched the first phase of the campaign with a further two phases launching in October and January. Things are going well which includes website traffic increasing in the month of the press launch. We're watching closely and will share all when the results come in.

What they said

"I have worked with Laura for a number of years now. I can say she is a delight to work with. She offers excellent strategic input, strong project management skills and a real creative eye. I would recommend Laura and Reform highly for any type of marketing or campaign planning."

Barrie Kelly
Marketing Director, St Helens Chamber

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