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Colt provides smoke and climate control and architectural solutions
for large commercial buildings around the world. The company wanted
to increase its presence in the trade media, communicate its innovations,
and mark its 75th anniversary.
PRG recommended a forward-looking direct marketing anniversary
campaign, engaging the target audience with the opportunity to
enter a competition.
Direct mail marketing
To direct mail the target audience, PRG designed a series of postcards.
One side of each postcard featured a photo of Colt’s impressive
project work; the other side contained a cryptic message in a typeface
that looked like handwriting, telling the story of someone travelling
the world and visiting impressive buildings. For authenticity,
each postcard was mailed and post-marked from the same country
as the building it featured. The puzzle was solved with a final
mailer, which showed the same images as the cards but revealed
Colt’s identity and explained the company’s involvement
with the featured buildings.
Each postcard mentioned a website address, which lead to a micro-site
designed by PRG. The site revealed who the postcards were from
and explained Colt’s products and services. Recipients could
enter a competition on this site, with the chance to win a weekend
away in a European city. Entrants were required to disclose information
that helped Colt build its database.
Micro-site
To accompany the direct mail and micro-site, a print advert was
placed in a range of trade press, also encouraging visits to the
micro-site, and an online banner advert was placed on the websites
of key trade press websites and in their electronic news alerts.
The on-line element of this campaign allowed the campaign’s
effectiveness to be monitored – how many people had visited
the site, where from, when, and for how long. This information
has allowed PRG and Colt to make informed decisions about subsequent
marketing communications.
The micro-site encouraged people to click through to Colt’s
main website. During the three-months of the campaign, traffic
to Colt’s site increased by 25%.
www.coltinternational.co.uk |
Title:
75th Anniversary campaign
Client: Colt International
Task: Re-ignite interest in the brand; position
as innovative; increase traffic to website
Skills & Solutions:
• Strategic and creative
planning
• Direct mail campaign
• Micro-site design
• Graphic design
• Advertising - print and on-line
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