Welcome to our new client SELECT the trade association for the electrical contracting industry in Scotland as they have just appointed Evolution Design® to create marketing material to support their new campaign. Often business opportunities arise with new legislation and that is the case in the Electrical industry which SELECT represent. On 1st December 2015 legislation for Landlord changes in Scotland. The law has been strengthened so that as well as portable electrical appliances needing tested (PAT testing) the actual electrical system itself needs to be checked with a Electrical Installation Condition Report (EICR) once every 5 years and SELECT member firms are authorised to certify Landlords.
When you have a topical story to tell or a hard deadline to achieve then radio can be a great medium for you. Using local radio can deliver rapid geographic coverage at low costs and if backed up by a website can generate sales leads for you, on top of the boost in general awareness for your service or specific message.
In this case SELECT already knew the value of radio and asked us to recommend a schedule, then script and produce the commercial, once approved by SELECT and RACC (Radio Advertising Copy Clearance) we used the Bauer Media’s network of Scottish stations from big city stations Radio Clyde and Radio Forth to Moray Firth Radio, Northsound, Radio Borders, Tay FM, and West Sound & West FM to deliver the message in a snappy 20” commercial designed to be factual with out being alarmist, ending with the line visit NeedAnElecrician.scot to encourage potential customers to make contact via their search function of member firms. Here you can hear the commercial. As well as using social media, SELECT are also creating a leaflet and using PR to reach these audiences through existing trade press contacts and opportunities with every effort being made to drive more relevant traffic to their website with its certified member search covering all of Scotland.
We are also running a Pay Per Click (PPC) campaign for SELECT using Google AdWords. A very cost effective medium for such specific audience targeting, both by interests and geographically and you only pay after someone uses Google to search for your keywords and then clicks on your advert. The webstats data available is quite staggering and you can drill down into visitor figures by linking your Adwords campaign reporting and your Google Analytics account. It is always interesting to see how much each keyword term bid costs, often unpredictable as it is based on bidding so is heavily influenced by the number of competitors at that particular time. Even if your advert is not clicked on you do get some free awareness value from it appearing through page impressions, and bids can be adjusted in real time, or paused when a budget is hit or an audience figure is achieved. Are there any target audiences that you would like to send a message to?
There is a small independent Scottish charity that has been working away quietly for years try to help people with a very specialised medical condition, which surprisingly little is known about. Alopecia Help and Advice Scotland was formed by sufferers and their families as a support network when little other support seemed to be available in Scotland.
Now with the assistance of a grant from the Weir Charitable Trust foundation they have raised funds to have a brand new WordPress website designed and built, one that they can use to really make contact with people along with News and Blog sections. We have designed the site to be far more visually interesting and to feature real people and their own often poignant words, and to present the information in a clear and logical way with information being easy to find by visitors. The old site did not allow for real time updates by the committee but the new site does and the amount of content on the site has more than doubled, offering far more information and news on treatments and research as well as local meetings and events. The new site has opened up the door to the possibility of receiving online donations and that is being worked on by the committee at present.
Director Rosemary Gierthy said “We are delighted with our new look website that Evolution Design created for us. It is much more interesting to look at and much more useful for our charity. Neale Gilhooley was extremely supportive throughout the whole process. He quickly grasped what we needed and helped at every stage. We really appreciated his patience and support, particularly at the training stage. We are thrilled with the finished product and have received some very nice feedback from people already”. One supporter wrote immediately to Rosemary saying “What a fantastically informative site – for me seeing pictures of others with the condition looking good is really helpful. Well done!”
Alopecia Help and Advice Scotland are now starting to use social media with Facebook page. Do feel free to visit and Like, or if you know any sufferers do make them aware of the website and the support and advice available.
We were commissioned by SNIPEF to create the Don’t Freeze Up winter safety campaign originally launched in Northern Ireland then rolled out across Scotland too. Firstly we created a brand with it’s own graphic device and a standalone website which was aimed at offering advice, news and tips to help residential and business customers avoid the horrors and costs of frozen pipes and heating system failures over the often unpredictable winter period.
The information was of equal use to householders and business customers and the free advice and top tips are provide alongside a search function leading to SNIPEF members firms who are certified to assist either offering advice beforehand or with any emergency work needed once the thaw sets in, as that is usually the time that something is noticed, particularly on offices which may have been closed over the weekend or over festive period. So as well as avoiding plumbing and heating leaks you can also save energy with these tips. However there are ways of reducing your risk and they are covered on the website. This safety campaign has the high profile backing of the water utilities in both Northern Ireland and Scotland so their co-branding adds some authenticity to the campaign website as well as extra site visitors being sent by Northern Ireland Water, Scottish Water and Business Stream.
SNIPEF has members firms across Scotland and Northern Ireland and as well as campaign flyers and e-mailshots to users, the way that we drove traffic to the website was through a commercial radio campaign and on banners ads in high profile publications such as the Belfast Telegraph online edition. Radio was used extensively, with both the Ulster 105 FM and the Q Radio Network of local stations as a low cost way of quickly reaching mass audiences, and we found this to be more effective that online banners ads. We scripted a short commercial and used the radio stations commercial production department and their own talent to provide and record the voiceover. As well as anecdotal evidence we also tracked traffic to the Don’t Freeze Up website via Google Analytics data. Now that the website is existing as a piece of marketing collateral for SNIPEF it can sit there all year and be ready to be accessed when the weather changes. We also registered the domain names with some variants to ensure that no one copies this potentially popular theme. The website has had thousands of unique visitors since its launch, including many referred by the Energy Savings Trust and SNIPEF’s own website with very obvious seasonal peaks. Importantly the campaign continues to generate business enquiries for SNIPEF member firms, so it has proved to be a very useful investment for SNIPEF and it’s members as building the site around their existing database was one of the key objectives. SNIPEF also sent out mailers, and an e-newsletter and even sponsored an Ice Hockey league match to gain some extra TV and radio coverage. Our advice is don’t wait until the frost arrives before you visit Dont Freeze Up
Posted by Neale Gilhooley