Welcome to our new client SELECT the trade association for the electrical contracting industry in Scotland as they have appointed Evolution Design® to create 3 radio commercials to support their new safety campaign. Often business opportunities arise with new legislation and that is the case in the Electrical industry which SELECT represent. On 1st December 2016 new legislation for Landlord in Scotland is legally enforceable. 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 properties.
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 negotiated airtime through 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, although it is a safety campaign it is also a lead generation campaign. SELECT’s use of commercial radio has proved to be so successful that two further campaigns have been created and broadcast across the main commercial radio stations that cover Scotland. The latest campaign aired in September and October (2016) and reach mass audiences of potential customers for SELECT Member firms across the same national network of radio stations, all aimed at raising awareness of the work the SELECT do and gaining relevant traffic for their website with the prominent Find A Contractors search function leading to enquiries and revenue for member firms.
We also ran a poster campaign across Scottish railway stations featuring an alternative to the press adverts. Using the ubiquitous 4 Sheet poster size, under the headline of “For your safety always use a SELECT electrician”. This large visible poster appeared at stations in Aberdeen, Ayr, Dundee, Dumfries, Kirkcaldy, Stirling, Inverness and Glasgow Central. The footfall across these main stations is very large and over the month campaign there was plenty of opportunities to view it several times, which is good as electrical safety has more than aspect. As well as consumer its also a very relevant message for businesses who really ought to use qualified professionals offering a professional and reliable service to keep businesses open 24/7.
During October and November of 2017 we also tried a new medium of Digital Screens at both Glasgow Queen Street and Edinburgh’s Haymarket stations to broadcast our message of electrical safety to commuters .They are very eye catching due to their back lit format and with the addition of movement, quite helpful in such a busy environment. You can click the link below to see the poster ‘live’.
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 data available through webstats 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?
Posted by Neale Gilhooley (updated 29/9/16 and 24/11/17)
Evolution were delighted to appointed by the Worshipful Company of Management Consultants (one of the very prestigious modern City of London livery companies) to design the new identity for a brand new entity being launched. Due to tight deadlines we started the day that we won the competitive pitch for the soon to be launched the Centre for Management Consulting Excellence. It is quite a unique design project to be involved in, as bodies such as this are not created on a very regular basis. The new logo needed to have it’s own strong stand alone identity but also to have a clear nod back to the Worshipful Company of Management Consultants crest as they will appear together at times. The new centre aims to facilitate links between business school academics researching management consultancy and practising management consultants in the UK, to the benefit of all stakeholders.
Management Consulting is a major business in the UK turning over about £9bn pa. The benefits that management consultants bring to their clients are many multiples of this and consequently they have an undoubtedly major impact on UK productivity. The rationale for establishing The Centre is that the performance of management consultants depends on their skill in mediating the best thinking into application in their clients. Consultants have access to a very large amount of thinking about management but, without considerable effort, have real difficulty in identifying the most important new ideas and finding out about them.
Specifically the Centre will:
1. Help to shape the research agenda for management consulting in the UK, and publicise the results of research that could be of value to management consultancy practitioners;
2. Run regular seminars that showcase research of interest to practitioners and provide a forum for exchange between academics and practitioners;
3. Develop a membership community involving all key groups of stakeholders.
Although the new centre has links back to the WCoMC the brief stated that a replica coat of arms was not the desired creative route, that a more contemporary style of logo needed to be developed for use across all traditional and modern media. In design terms we offered a shortlist of icons including some based around the capital letter C, but with a small creative device in the negative space in the centre of the C. We then offered the client a selection of highly legible typefaces, agreeing unanimously on Franklin Gothic Medium Regular, with more prominence on two of the words. It needs to appear a modern and forward thinking, but also inherits the legacy of tradition of the guilds of the City of London. The bold red is that used on the coat of arms for the WCoMC, which is itself related to the bold red in the City of London Corporation coat of arms.
“A major short term strategic objective is to build the identity of the new Centre. Evolution has provided us with a strong logo, identifying the Centre but with clear graphic links to our Livery Company parent, which has attracted a lot of favourable comment since it was recently launched. We are very pleased with the work they have done for us” said Calvert Markham, Director of the Centre. Evolution are also designing a set of stationery for the centre. We will post regular updates on the progress of the centre.
Posted by Neale Gilhooley
You may not have heard of Edinburgh-based Global Surface Intelligence but you may benefit from their work via the managers of natural assets across the globe. With an international client base the decision was taken to follow the lead of clients and use the shorter name – GSI.
The re-branding brief included the logo and website as well as their own presentation material and some design input into their onscreen product interface itself. GSI wanted an icon that conveys what they do by taking satellite data and then processing it for the client (albeit using unique filters and algorithms run through a super computer), they themselves are not a satellite operating company, so imagery of actual satellites in orbit around planets or circling moons would be wrong and give the wrong signals of what it actually is that GSI does for clients.
Once designed and approved we then implemented it consistently across the full range of marketing material, even developing a new illustrative style to tie the use of the brand together. GSI uses the most advanced system in the world to process and analyse satellite imagery in relation to natural resources, especially forestry and agriculture. For most of these new customers the first introduction to the brand is via the brand new fully responsive WordPress website.
GSI works for forest owners and forest managers, government agencies and companies involved in supplying inventory data services and the GSI team is comprised of big data and data science specialists, forestry experts and leaders in the field of high performance computing.
As well as measuring assets they are also involved in Carbon data, using satellite data to provide intelligence on the amount of carbon that can be stored in and absorbed by trees and vegetation across the planet’s surface. The market for carbon intelligence data is estimated to be growing at 20% pa and is currently worth around £20 billion pa. Until now, this carbon intelligence data has only been obtainable by carrying out extremely expensive and time consuming land-based ground surveys and even then, these surveys can only tell the area’s present state. Data like this has never before been available to this extent and certainly not on a global basis. The data also adheres to internationally recognised methods including the Intergovernmental Panel on Climate Change’s Good Practice Guidance for Land Use and Forestry.
News Update: GSI has announced that they have been awarded 5th place in the Critical Database awards for the IP100. This is in recognition of the unique value of their database and the insight it provides to customers.
Posted by Neale Gilhooley (updated 30/10/17)