November 2015 portfolio

EXAMPLES OF
RECENT WORK
NOVEMBER 2015

This document
This document contains just a few examples of recent campaigns.
Our mantra is “idea everything, media anything”, so if you’d like to see
examples of other types of work – like FaceBook campaigns, brand
development, apps or video for example, then all you need to do is ask.
Happy reading.

The Brief
To develop a test campaign targeting accountants and brokers
with a new trade finance solution.
This is a highly competitive market environment, with many
advertisers competing for the same clients.
Woodsford Tradebridge is a relative newcomer to the market,
and unknown to prospects.
Our approach
As Tradesbridge’s website is out of date, containing many
coding errors, unresponsive and without the capability to easily
add new content, we designed a test campaign to drive leads
directly to bespoke campaign landing pages.
We knew that the creative solution needed to have strong
standout in order to generate cut through.
We also wanted to build in lots of testing and learning to create
a benchmark for future activity.
What we delivered
• Interviewed 10 intermediaries and created report and
recommendations
• Developed two separate sets of messaging to test the
positioning
• Crafted segmented email campaign to run over 4 months
• Crafted LinkedIn test campaign
• Built 2 x landing pages plus variants for testing
• Crafted 2 x case studies
• Crafted client report template
Targets and results so far
• The target for this campaign, which is still running, was to
build relationships with eight new introducers, with one new
credit line agreed and live by the end of February 2016
• We also hoped to achieve at least 200 hits to the landing
page to allow us to implement an ongoing remarketing
campaign, to ensure a steady stream of new pipeline leads
• Two weeks into the campaign, the landing pages have
achieved 79 clicks, and the paperwork with the first new
introducer has been signed, with a view to the first line of
credit going live in the first week of December
• The LinkedIn campaign has been highly effective, but CPC is
high compared to other sectors; so we are working on a
content strategy to help drive up engagement and reduce
CPC
• The campaign has achieved email open rates of up to 39%,
and are working on improving the engagement and
clickthrough rates

The work

THE BRIEF
To develop a poster and bus side campaign aimed at reducing
pick pocketing and “opportunity” crimes in key student towns
such as Exeter, Warwick and Bristol
The idea
We have focused on the moments in time when opportunities for
crime exist, but haven’t yet happened – the tipping points.
What’s next
Crimestoppers have developed this campaign as a template, and
are looking for funding support from the regional teams to allow
the campaign to run from spring 2016 onwards.
We have since been briefed to develop two more campaigns for
the charity, to run in early 2016.

THE work
Bus sides, Adshels and 48 sheets

The Brief
To create a content-driven marketing campaign to both launch
their new appraisal management training module, and to help
them articulate the unique difference 3gHR can offer clients.
Our approach
The market for learning and development services is a cluttered
one – yet most of the industry campaign activity looks and feels
very much alike, characterised by “me too” imagery and
content. We knew that for the campaign to be a success, we
needed to cut through this. We developed three distinct creative
routes, from which one was chosen.
The approved route incorporated a new typographic style and
added a personal touch to the campaign. The new strapline
“Empower, don’t Impose” was incorporated into all 3gHR’s new
campaign materials and templates.
What we delivered
• Set strategic direction
• Purchased media & data
TArgets
• The target was 20 registrations for 2 x taster events – the
campaign achieved 40 in 5 days!
• 8 x meetings with new prospects (now achieved 18)
• Improved social engagement – 10 new LinkedIn followers and
43 clicks from 1 post), improved engagement on twitter,
visible improvement on Google Analytics (traffic up 45%, 334
unique visitors to campaign landing page in last 10 days,
bounce rate down 15%)
the future
3gHR have since launched a further module, Vital Manager, with
an even better return on investment, as much of the campaign
collateral was based on templates and the approach set for the
transforming appraisals launch.
3gHR have since retained BH&P’s managing director, Becky
Holland as their outsourced marketing director, working for them
for a few days every month as a key member of the leadership
team.
• Developed integrated campaign including 24 emails to 7
segmented lists, LinkedIn sponsored activity, organic twitter
and FaceBook activity, banner ads, newsletter, event,
content including blog posts, articles, case studies,
infographic
• Launched new “not a newsletter”

The work
Digital assets and content
P
AMO The formula that
improves performance
"Can companies
change behaviour?
Only if you have M
and O as well as A"
“Top down processing
doesn’t work; change
starts on the inside”
x x
A M O
ability motivation opportunity
People need to be ABLE to change:
this is a combination of what they know,
their natural ability, cultural and physical factors
P =
performance
l l lllll
only improves when people, teams and managers change behaviour
I want
to start
today
me
too
They also need to WANT to change:
what's in it for them? Do they get anything in
return? How do they feel about the company?
AMO: you need to
address all three to
improve performance
and productivity
And they need the CHANCE to change:
people start to forget what they have learned
after 48 hours so coordinate this carefully
Appraisal Programmes
Don’t impose, empower.
+44 344 5432 121 enquiries@3ghr.com
Immerse yourself in a new way of looking
at .
3gHR’s Transforming Appraisals programme puts people before process so they can
be empowered to achieve even more in your organisation.
This one day performance management
programme is designed for HR professionals
and managers at any level, encouraging
behaviours that contribute to business
success, identifying challenges as they arise,
and prioritising people over process.
The Performance Management
Challenge
The appraisal process can come to be dreaded by
senior management, HR and employees alike.
Common problems include:
• form-filling and processes that gloss over or
ignore what’s actually important
• salary reviews, grading and bonus
discussion railroading conversations
• inexperienced managers creating a one-way
appraisal process with little opportunity for
dialogue, leading to mistrust or resentment
• inconsistent performance management,
varying significantly from manager to manager
• focus on individual performance with little
regard to organisational issues. This can affect
productivity, or the ability of the business to
implement a strategy
What will participants do?
of the day is designed to:
Valuing people adds value
Discover how to improve
your appraisals in a day
See more

The work
Ads, emails and leave behind

THE BRIEF
To develop a launch campaign for the Firearms safety line.
This was to be an entirely new service, separate from
Crimestoppers, with its own identity.
requirement
We developed a media and content strategy, and developed three
distinct creative routes.
What’s next
The three routes have been taken into research groups with the
shooting community, regulatory bodies and the police.
The approved campaign route will be launched in 2016.

THE work
Three distinct routes which have been taken into research with
the firearms community.

o.uk
THE BRIEF
To build a deeper understanding of the issues facing brand
recruiters in 2014, and to use this to develop the foundations for a
lead nurturing programme.
FIVE WAYS TRADITIONAL RECRUIMENT FAILS BRANDS
This research and lead generation campaign comprised the
following elements:
• Qualitative interviews with 10 clients
• Highly segmented email test campaign
• LinkedIn and twitter campaigns
• Follow-up email-based lead generation programme
The results
• 192 infographic PDF downloads
• 87 full report downloads
• Clear indication of the top issues
• Revised client segmentation model
• Campaign evaluation dashboard
• 7 meetings with new brand-name prospects
• Within 1 month, 4 live briefs from new clients worth up to
£30k p.a. in revenues
five ways traditional recruitment fails brands
and five things you can do about it
1. Doesn’t find top talent
5. In-house false economies
Only sifts job seekers; can’t uncover the right
calibre candidates you need for your brand
Recruiting via the internet sounds low cost but
ends up expensive with high in-house workloads
solution:
solution:
someone who
knows all the
top talent in your
sector whether
job seeking or not
the real saving
is an expert
who can filter
exceptional
people from
many online
applications
2. Puts speed before quality
High speed activity in all directions instead of
high focus on pinpointing the right people
solution:
industry experts
who know exactly
where to find
brilliant people who
match your brand
solution:
experts
pinpointing who
you need precisely,
based on strong
sector relationships
solution:
someone who
understands
your brand so
can handpick
great talent
who can
power it
Agencies compete by coming up with longer
shortlists, more CVs, more work for you
4. Increases your workload
Selects on skills to deliver quick cost-per-hire,
but ignores attitude fit with your brand
3. Risks costly mis-hires

The background
This, our first project for Magnet Schultz, the world’s leading
manufacturer of solenoid mechanisms, was undertaken as part of the
UK Business Growth Service, of which BH&P is an accredited provider of
business and strategic coaching, leadership and management training,
and design mentoring.
The Future
• Magnet Schultz is excited to be embarking on a new period of
business growth, and has retained BH&P to be their sole marketing
agency from 1 st January 2016.
What we did:
• Growth Accelerator Coaching: strategic direction, pricing and
promotional strategies
• User Experience Mapping
• Value Proposition Development
• Brand evolution and website “fix” – part 1
• Set benchmark KPIs for the future
Working closely with the board and sales director, we developed a new
articulation of the brand message, positioning Magnet Schultz UK as
experts in solenoid application, rather than as parts manufacturers.
“FROM THE DEEPEST OCEAN TO THE FARTHEST REACHES OF SPACE”
Results
• Set vision orbit for the future
• Create detailed 12 month marketing plan
• Create new brand positioning, guidelines and articulation

What’s next?
We hope you like what you’ve read. Do feel free to share internally, but
please remember that this document does contain confidential client
data, so please don’t email to anyone outside your business, or share on
social media.
If you have a live brief you’d like us to work on, or would like to know
more about our recent campaigns, then give us a call on 0118 430 0044,
or email becky@beckyhollandpartners.co.uk.

Thank you
BlueBeech Ltd trading as Becky Holland & Partners, Reading Business Centre, Fountain House, Reading RG1 7QE