Colin GrayStrategic Planning Portfolio

• This portfolio contains a range of projects, which represent the result of collaborative working as an integral part of a talented and dedicated team• The objectives of each project are as diverse as the brands and

associated business agendas. What unifies them is a combination of customer centric and creative thinking – in each case the target audience was firmly at the heart of the solution

Fully integrated Media Strategy (Client-side) Challenge This iconic Education brand benefitted from near universal awareness, but 2 barriers to consideration existed which differed according to the consumer’s educational background.Insight It takes, on average, 4 web visits before a prospect moves beyond passive into active considerationStrategy A series of game-changing media partnerships to generate content, which was placed at the heart of a fully connected ‘eco-system’ – content engagements prompted a series of sequential Retargeting messagesChannels and creative A fully connected plan - TV through to Content, programmatic / contextually targeted Display & optimised Search Engine presenceResult Significant efficiency gains in core demand driving channels - a 31% improvement in Paid Search and 28% in Display cost per enquiry

Digital Engagement strategy (Integrated agency) Challenge The brand was suffering from declining consideration and frequency of visit amongst their core audience

Insight The brand was seen by the crucial Gen Y as passé – an outdated venue and model (a destination Restaurant in the age of “pitch stops” ahead of a night out elsewhere) Strategy A reinvigorated comms platform and series of user generated content campaigns to drive brand reappraisalChannels and creative CRM activity was integrated with Social Media activity (across Instagram, Twitter, Facebook)Result 11% increase in food and drink sales

B2B Prospect Nuture (CRM agency) Challenge Only 4% of companies switch banks annually and SMEs tend to think banks are all the same – so even when they get a raw deal, they tend to stay with 'the devil they know'.

Insight One touch is not enough – 80% of B2B purchases take place after 5 contacts

Strategy A simple ‘warmth’ index plotting where businesses might be along the path to serious consideration of switching

Channels and creative deliverable DM and Outbound Telemarketing

Result 59:1 return on investment plus a DMA Award

B2B BTL Integration (Integrated agency)

Challenge Building a consistent story across disparate comms to both professional vehicle buyers and SMEs

Insight Even professional B2B buyers can wear many hats within an organisational structure. Cut through is by no means guaranteed

Strategy Developed a new brand framework to ensure no brief starts with a blank page and greater consistency of messaging

Channels and creative deliverable DM & Specialist Press

Result Saw 33% uplift in sales over the course of the following 12 months

Leading-edge content centric connected media plan (Media agency)

Challenge The brand launched into the market as a game-changing innovator. However, Google had dramatically shifted how people buy insurance and the price comparison websites had focused consumer attention firmly on priceInsight Life is becoming increasingly hectic. Our time-starved audience use technology to simplify life Strategy A media eco-system connected by data allows the brand into people’s lives beyond claim and renewal, as well as reclaim the natural search channel by committing to content at scale (showcasing new ways to make life easier Channels and creative deliverable Brand TV, DRTV, Radio, Content, Display and PPCResult £1.53m in efficiency gains

Helping an iconic brand cement its ‘commercial’ credentials (Media agency)

Challenge In challenging market conditions, the task was to drive both long term brand equity and short term response whilst also driving customer loyalty – all for a brand known for passenger cars, rather than vansInsight Even professional B2B buyers can wear many hats within an organisational structure. Cut through is by no means guaranteedStrategy Media partnerships (to say the right things about the brand) enable the brand to reach of a large audience and continually building prospect pool, as well as prompt social sharingChannels and creative deliverable Broadcast sponsorship (for ongoing visibility), Guardian and Men’s Health partnerships (to reach a small business audience)Result The brand moved into no.1 position for consideration and the campaign won both Marketing Week Engage & Effie Awards

Brand Launch / Rebrand (Clientside) Challenge Only 4% of companies switch banks annually and SMEs tend to think banks are all the same – so even when they get a raw deal, they tend to stay with 'the devil they know'.

Insight One touch is not enough – 80% of B2B purchases take place after 5 contacts

Strategy A simple ‘warmth’ index plotting where businesses might be along the path to serious consideration of switching

Channels and creative deliverable Fully integrated (from TV to Branch to Mobile app) utilising a range of ‘media first’ placements

Result The campaign exceeded sales targets by 114%; surpassed all KPIs, and also won several awards (including Marketing Week Best Financial Campaign & Financial Services Forum Integrated Campaign)

The UK’s first financial services app on Facebook (Clientside)

Challenge A combination of a massively challenging (586%) business targets and comparatively modest budget (£250k)

Insight Students are a cash-strapped, but savvy audience. Their daily media consumption is dominated by Facebook. It is also a place where they’re prepared to share deals and coupons.

Strategy Working with Facebook to develop the UK’s first financial services app to generate member-get-member referrals & share a £50 incentive (crucially a way was found to fund it by the Product Team’s ‘allowable cost per sale’, rather than comms budget)

Channels and creative deliverable Facebook & in-store/POS

Result A 316% uplift in sales, as well as broader industry recognition – Media Week Award (Media Idea under £250k)

Colin GrayStrategic Planning Portfolio

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