COMMUNICATIONS: Do you ensure that all external audiences benefit from the campaign?   Promotional activities are not just for prospects! PR and Advertising aren’t the only ways to develop brand long term – careful choice of activity to include clients and well defined prospect groups can yield tangible tactical benefits.

Model Case : Government Advertising campaign

Challenge: Promote the award of UK Government S-Cat supplier status to prospects in a cost effective - yet memorable format.

Solution: Creation of a series of adverts for ‘Government Computing’, a specialist public sector IT title, reaching a combination of existing account and new prospects, linking to an S-Cat award special supplement. By building in ownership of the images created, the material was reused in different media for ongoing brand and awareness activities to clients and for additional direct mail purposes.

Results: All activity was directed back to a dedicated Government trial area to enable tracking and integration with sales force automation systems. Both increased recall, measured by independent evaluation and new leads were generated, identifying over $300,000 of business.

This activity was highlighted by Government S-Cat management as an example of best practice for promotion.