the background
Connectnow offer connection services to movers, helping them connect electricity, gas, phone, internet and more. This service is provided directly to the mover or via their Real Estate agent.
the brief
Connectnow wanted to increase the number of Real Estate offices that offer their connection services. They asked us to increase cut through when approaching new offices.
PARTNER WITH CONNECTNOW
AND GROW YOUR SERVICE
campaign approach
After detailed workshops with the client, it was determined that a multi-directional approach was required. The campaign needed to target the offices on multiple fronts — introducing Connectnow, their services and their benefits in order to facilitate an in-person meeting with the Connectnow Business Development Managers.
One of the challenges we faced was the geographical variance and timing of approaching each office. Offices were spread around Australia in every State and Territory. And furthermore, this was not a campaign that could simply be launched and closed off once the items were mailed. The timing needed to be right. There were only so many offices that a BDM could meet up with weekly, so the campaign needed to be staggered over the course of 4 months.
developing a clear campaign concept & visual language
The campaign creative direction was distilled into one word; grow.
All the campaign collateral would revolve around the idea of helping the Real Estate Office's business grow by increasing the services they can provide their clients. The grow direction was visualised through a plant. Plants were sent to each office in week 1 as a teaser, in a custom-designed self-opening. This was followed up in week 2 by a direct to mail flyer. Designed to be interactive the pull-up top revealed a growing plant, along with key facts and figures. The flyer also provided an incentive to the offices to organise their meeting with Connectnow.
DL FLYER
LEAVE BEHIND
PROMOTIONAL ITEM
digital support to reinforce the message
To increase cut through and uptake, an email version of the flyer was sent to offices as soon as the flyer was received. This email was linked directly to a purpose-built website that expanded on the statistical messaging and allowed agents to book appointments or enquire.
email marketing
The site needed to reflect the visually striking nature of the product — not only showcasing product first, but by the design of the Graphical User Interface itself.
website form
Forms were designed to be easy to use and simple to reduce barrier to submission.
responsive experience
The site was built with responsive design at the forefront of planning. Built for mobile-first and then expanded for wider format viewing.
Full service multi-channel approach
Good ideas can only come to life when activated properly, using all channels required to reach the customer during the Buy-in Process.
Press Printing
Fast turnaround, quality, small run press printing for custom designed packaging and hand-assembled multi-part flyers.
Mailing & Fulfilment
Pick & pack and sending direct to offices in time on weekly activations for 16 weeks.
Website Landing Page
Built on a WordPress platform with a drop and drag CMS for easy management.
Google Analytics
Integrated with analytics to allow full user tracking and goal analysis.
Email Marketing
Marketing directly to create an engaged audience.
the outcome
The campaign was a success in creating a cut-through for the BDMs when approaching new offices. They were no longer "cold calling". The offices knew who they were when they rang and when they arrived. This enabled them to book more appointments and ultimately onboard more new offices throughout the campaign period.
The collateral & direct mail pieces achieved the increased cut-through and memorability for new businesses.
One of the most rewarding aspects of this project is still seeing the plants in the offices, "grow" bigger 6 months later! This was the catalyst for the added inclusion of the "Connectnow plant" in future campaign imagery when depicting Real Estate Offices. A small detail that did not go unnoticed!
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