Gas Sure Case Study
Background
- Founded in 1911
- One of Scotland’s largest family-owned building services companies
- Provides plumbing, heating and property upgrading services to the private and public sectors
- Launched ‘James Frew Central Heating and Breakdown Insurance’ in 2002: an annual gas central heating breakdown and service plan for homeowners throughout West Central Scotland
Aims
- Persuade 80% of James Frew Central Heating and
- Breakdown Insurance subscribers to switch to GasSure in Year 1
- Increase annual subscriber numbers to GasSure by 100%
Communications Activity
- Market research conducted
- Service re-branded as GasSure
- Developed market offering to improve competitiveness and cost-efficiency
- Created ‘Warming the heart of Scotland’ theme
- Planned, bought and executed media schedule (incl. daily paid-for newspaper inserts, weekly paid-for/free newspaper inserts and weekly paid-for newspaper ads)
- Planned door-to-door mailing campaign
- Designed and printed stationery and press inserts
- Designed and built e-commerce website for administration by James Frew (www.gassure.com)
- Develop ‘Refer-a-friend’ scheme
- Designed vehicle livery
Sourced call centre for response handling
Results
- 95% of James Frew Central Heating Breakdown Insurance subscribers to switch to GasSure in Year 1
- 5000 subscribers achieved
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Craig’s Kitchens Case Study
Background
- Established in 1985
- Family run company operating throughout South-West
- Scotland
- Design and install high quality kitchens
- Supply and fit replacement doors
Aims
- Re-position company as primarily kitchen specialists
- Create high quality, high-value customer perceptions
- Establish design-led image
- Increase brand awareness
- Increase quality and number of enquiries
- Increase turnover
Communications Activity
- Re-designed brand logo
- Developed ‘You just know it’s a Craig’s kitchen’ creative strategy
- Designed and printed stationery, presentation folders and promotional leaflets
- Planned 12-month media schedule (incl. newspaper and lifestyle magazine adverts)
- Designed print adverts
- Designed and built marketing website (www.craigskitchens.com)
- Designed vehicle livery
Results
- Increased annual turnover by 50%
- Broke sales records in six months
- Significantly increased brand awareness
- Reduced volume of ‘tyre-kicker’ enquiries
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