To make this campaign a success and achieve 10:1 ROI, we utilised a mix of digital marketing (web, video, email marketing and social media) and traditional marketing (direct mailers and telemarketing). We recommended a 10-day telemarketing element to the campaign with existing customers. Every week we reviewed the success of the calls with BOC. This allowed us to tweak the script/approach as necessary and, as before, share with BOC any good or negative feedback so it could address these in a timely manner.
With the tagline, creative concept and key messaging agreed, we designed and built a web landing page to re-introduce BOC Online to the market with a series of ‘child’ pages for each of the five selected sectors. For this campaign we wanted the message to be clear that BOC was thinking about their customers’ specific sector requirements. To best achieve this, we recommended creating individual landing pages for each sector and a series of web banners to be used across the main BOC sites and healthcare to drive people to the BOC online pages.
