Boosting ROI for BOC

BOC asked Carswell Gould to plan and deliver a second campaign to five of its key sectors: vets, healthcare providers, leisure and hospitality, business and industry and BOC’s Irish-based customers.

This campaign was planned to run for four months, re-introducing the BOC Online ordering platform focusing on five key sectors with the objective to switch those customers who typically order by phone, to online.

Client BOC
Project team Gareth Miller Hannah Bergman-Brown Giuseppe Sciascia

Our Approach

Our previous experience has taught us that BOC Online has myriad benefits for its customers and is similar in many respects to online banking, so we recommended highlighting how each sector can derive different values. For example, the hospitality industry would appreciate online account orders being placed outside business hours. Vets and healthcare providers might see greater value ordering online to give them a digital trail of orders placed and delivery dates and times.

We created a direct message for the campaign ‘BOC Online: Made With You In Mind’. BOC Online offers many benefits (simple re-ordering, 24/7 order tracking, digital receipts, to name just a few) that make managing and ordering gas easier. Our aim was to create messaging to express: “BOC Online has been created to make things easier for you, our BOC customers”. 

The Outcome

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.

Direct Mailers for BOC Online
BOC Online Order your gas in seconds
BOC Online Made with You in Mind
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