For little over a year, Delineo has been helping to promote a better way of doing business for The Co-operative. Our management of The Co-operative Enterprise Hub social media, an initiative from The Co-operative which provides support and training to businesses across the country, has seen online applications from the client rise by 366% year-on-year. This growth in applications has been attributed to our management of the initiative’s social media.

Before the launch of the campaign, The Co-operative Enterprise Hub had no presence on any social media platform. The organisation approached Delineo to provide a social media strategy designed to increase the number of applications for support, as well as improving the brand awareness of the initiative. The campaign took place on Twitter (@enterprisehub), Facebook and on the company’s official blog.

The social media campaign focused on one particular audience, targeting established co-operative communicators; consultants, co-operative organisations, employees of The Co-operative and relating public bodies. In order to achieve our primary target – increasing the number of applications – the co-operative community needed to be aware of the initiative’s existence and recognise the organisation as the leading authority for co-operative advice and support.

We adopted a co-operative way of doing social media; engaging and interacting with the leading commentators and readily promoting content from other organisations and bodies. The strategy relied on brand advocates sharing the existence of The Enterprise Hub; these users had been using Twitter and Facebook for a considerable length of time – their reach and influence was huge. In order to get the message about The Enterprise Hub to people who might have applied for support, we needed an endorsement for these users.

In order to increase the opportunities for applications on the website, a vigorous blogging strategy was also adopted with posts concentrating on case studies; news from organisations who had benefited from the Enterprise Hub’s support. Each blog was specifically focused on news from inside the organisation in order to demonstrate that, not only did the initiative have their hands full with promoting and supporting the co-operative movement, but also in an effort to generate enthusiasm for the Enterprise Hub; enthusiasm which would be transferred through our brand advocates across the two social platforms.

The implementation of an engaging and supporting social media strategy has led to increased awareness of the initiative, contributing to a wider understanding and awareness of the co-operative movement in the United Kingdom and highlighting a previously unknown arm of The Co-operative.

The social media campaign was started in conjunction with the ability to submit application forms online. Since the social media activity began in March 2010, The Co-operative Enterprise Hub has enjoyed:

Speaking about the campaign, Angela Davies, Co-operative Development Manager of The Enterprise Hub, said:

“Delineo has delivered a truly effective social media campaign for the Enterprise Hub that has undoubtedly played a key role in our recent growth. They’re also great to work with – attentive, hard-working and clear-speaking. I’d wholeheartedly recommend them to anyone.”

This is not the first social media success for the Delineo social media team. Last year, Delineo began the online campaign for Coffee #1, an independent collection of coffee shops in Bristol and Wales.

The social media campaign, which includes Twitter, Facebook and blogging, has amassed 1,617 Twitter fans, 1,942 Facebook likes and drives an average of 168 visits to the site each month.

Contact us today to see how we can help your business with your social and search marketing.

With our continuing work on The Co-operative Travel account, Manchester-based marketing agency Delineo were recently tasked to promote the deals on offer this year through national press advertising for a number of cruise ship deals.

The overall aim of the campaign was to advertise The Co-operative Travel’s offers on some great value cruises for 2011 and 2012, accompanied with a large emphasis on the security and financial benefits of booking with them. To achieve this, Delineo produced half-page press advert for insertion in the Daily Express and a full-page press advert to be included in the Daily Mirror, both of which featured on Saturday 16^th July 2011 in order to communicate a number of great-value cruises with P&O and Princess.

The target audience focussed on last-minute bookers who are still yet to book a cruise for departure this year, but also the full page advert highlighted some exclusive offers for early booking, for departure in 2012 to attract further interest.

With such an emphasis placed on the security and customer confidence within the campaign, all Co-operative Travel holidays and cruises are ATOL and ABTA protected and as a company The Co-operative have over 150 years of experience and this new campaign has certainly differentiated The Co-operative Travel from their competitors. In addition, this further reassures customers who have booked with them about the security of their booking and The Co-operative are a name they can trust.

Having worked with Delineo on several successful campaigns, The Co-operative Pharmacy challenged the branding agency Manchester with promoting its new e-commerce website enabling customers to shop online.

Coinciding with the launch of the new e-commerce website, Delineo’s task was to focus on creating an identity for the Co-operative Pharmacy along with an awareness campaign to alert customers of the launch of the e-commerce website, as well as increasing awareness in-store, whilst maintaining this strong brand identity throughout.

Along with designing imagery and styling for the website, a varied range of in-store promotions were used in the form of window and store posters, postcards and shelf wobblers to increase awareness and to inform customers about the new website which stocks a broader range of health and beauty products and offers health advice.

To help build brand awareness amongst staff and to ensure a consistent brand image, internal comms were also included in the campaign.

Integrated campaign elements: Brand communication, Point of sale

Avnet, who have a long standing relationship with Manchester marketing agency, Delineo, recently set the challenge of promoting HP’s latest utility storage offer, 3PAR, among internal sales staff within Avnet. The main aim of the campaign being to promote awareness within the internal sales staff, of the product, along with the benefits of selling HP 3PAR over competitors products.

The key focus of the campaign engaged Avnet’s internal sales staff through number of different mediums including; eDM, customised landing pages and giveaways for the sales staff. The campaign revolved around playing on the term “PAR” by incorporating a golf theme, using a golf scorecard and pencil, both branded with the logo and product line ”HP 3PAR from Avnet”, this was the giveaway for the top 30 internal sales staff along with a DM piece displaying the line; “Are you up to par with HP 3PAR?”.

In addition to capturing the internal sales teams attention with this giveaway, the whole sales team were sent eDM in the form of a ‘competitive attack guide’ which provided detailed information on the key features and benefits of 3PAR and how it compares with competitors, encouraging sales staff to want to push HP’s 3PAR over competitors products. This information helps inform the sales staff of the reasons their customers should need this product, and with the strong golf imagery, shows the sales team that HP’s 3PAR could help put them a few “strokes” ahead.

The campaign provides all the facts and statistics, and subsequently a reason and desire to sell HP 3PAR over other competitors solutions. It gives the internal sales team all the information they need to sell, along with the benefits to both them and their potential customers, coupled with the engaging competitive golf imagery and the potential for the sales team to “score points with HP Storage”.

Integrated campaign elements: Brand communication, digital, direct marketing.

Manchester Full Service Marketing Agency, Delineo was challenged with building on its previous success with numero by launching a ‘new channels’ microsite, with the launch of a new product range targeting at the ever evolving, multi-connected consumers.

The main focus of the microsite, was to showcase the ‘new channels’ capabilities of numero products in the social media and mobile web theatre. Helping companies monitor customer feedback, discussions and opinions effectively through a range of different platforms. The campaign includes a dynamic mix of elements including; eDM, specific tailored social media, viral YouTube videos and integrated numero website videos.

Keeping in tone with the current identity of numero, the campaign uses striking and eye-catching images, drawing attention to the evolution of the customer and highlighting numero’s ability to not only understand the customer needs but move forward with them and the different forms of communication the end consumers use. Consumers are more switched on and vocal than ever, and with a variety of engaging videos, and provoking eDM, numero are showing the importance of interacting with these customers on a consistent basis with effective results, highlighted by the successful eDM campaign with a 15% click through rate, compared to the average 10% for B2B sales.

By keeping the new campaign cohesive with the existing identity of numero, and increasing it’s presence in the social media and mobile web environment keeps the brand focused on its strengths and fresh in the way numero communicates and interacts with customers.

Integrated campaign elements: Advertising, Brand communication, Digital.

In the summer of 2009, Delineo began work with Liquid Personnel, a specialist social work recruitment agency based in Manchester. It was relatively early days in terms of their marketing plan, so the first task for the Delineo team was to develop its brand and to create a logo which conveyed the caring approach that Liquid takes with its staff and clients.

Having created a logo that reflected the proposition of the business, Liquid Personnel were keen to get the new website off the ground. Designed with the new branding, the pages are complimented by some original illustrations commissioned especially for Liquid Personnel.

Over the past two years, Liquid Personnel have gone from strength to strength, having become the fourth largest provider of social workers in the UK. They have also received numerous awards in recognition of this.

In June, they were awarded the UK’s ‘Best Small Recruitment Business 2011′ at Recruitment Consultant Magazine’s annual industry celebration. This award was considered to be the blue-ribbon award, a hotly contested prize which was entered by over 100 companies from across the country.

On presenting the award to Liquid, the head judge (and editor of the magazine), Jim Tanfield made particular reference to the company’s website, a site which Delineo designed and constructed, saying:

“Considering the competition this year, judges were impressed with the fantastic customer journey, coupled with the website which aimed perfectly at their target audience.”

Paul Cellini, Marketing executive at Liquid Personnel said of the Delineo work:

“We’ve been working with Delineo for over two years now, and they’ve worked with us on diverse projects, from a comprehensive rebranding and new website launch, to the on-going production of professional marketing literature. What we’ve been able to create together is a professional, functional, but most of all welcoming website and brand, which fits so well with our audience. You can check out the website here – www.liquidpersonnel.com“.

Manchester based Marketing Agency Delineo latest challenge was to design a business recruitment campaign with accompanying web and print materials for IT equipment distributor Utopia. Utopia’s service offering incorporates all varieties of IT components such as servers, gateways, storage solutions etc…

The main aim of this business recruitment campaign launch is to attract new resellers to become Utopia customers and purchase the Huawei products. The graphics and message used showcase how Utopia are different from any other type of distributor and it was imperative to communicate they are not main stream, nor corporate and strive to be more unique in their service offering.

Another important element of this campaign is to raise awareness that Utopia is the sole European distributor for Huawei products, one of the world’s largest and fastest growing companies and within the Top 5 most innovative companies in the world.

With regards to the creative for the co-branded campaign promoting Utopia and Huawei, graffiti artists were used for Utopia and the message ‘Strength in numbers’ for Huawei. Both of the visuals work well together but were also carefully designed allowing each campaign to work well in isolation.

The campaign covers traditional, print advertising in industry magazines such as CRN and Comms Business, as well as a website redesign, online advertising banners and eshots. In addition, a brochure, posters and banners were created for Utopia to distribute at various meetings and events, reinforcing the core advertising messages.

Take a look at the website redesign here.

Integrated campaign elements: Advertising, brand communication, digital, sales promotion.

IT services businesses, ICM Business Continuity and Servo came together to form one company in April 2011. This leading IT solutions and managed hosting provider tasked Manchester advertising agency to rebrand ICM and develop a new strapline, to reflect the new business proposition, which focuses on the business benefits it can deliver to its clients.

The tone of voice, typography and language used in the campaign relates to the audience’s business needs and supports the overarching message ‘ICM – making it possible’.  This refreshing approach distinguishes ICM in a competitive marketplace in which the norm is more conventional and staid.

This new branding has recently been rolled out in National and London centric media including The Times, City AM and the Evening Standard to establish the brand amongst key C-level decision makers and to improve lead generation via the website and direct enquiries.

On Delineo’s appointment, ICM’s Head of Marketing said:

“Thanks for your teams work on this. We have had lots of positive feedback about the rebrand and ad campaign’’.

Integrated campaign elements: Brand communication, advertising, web, internal comms.

Manchester advertising agency Delineo were recently challenged with refreshing the existing monthly customer magazine for bakery product supplier Bako. Feedback suggested the ‘old style’ lacked clear company branding and was becoming lost in a crowded marketplace due to its similarity to other food magazines in the sector.

Our solution was to bring Bako to the fore; creating a clear, consistent message that the company are the one-stop shop for all of these catering goods. With this in mind, the new magazine, entitled ‘Bakers Business’ communicates the monthly offers to business partners with special deals on several of the product ranges. To broadcast this message further, the ‘offerings’ were transferred to the Bako style, making it clear for all on the customer journey that Bako is the reseller for these products.

The products on offer include individual ingredients to ready-to-sell items, such as donuts and cakes, as well as other branded products. The magazine is also used as a vehicle to highlight and further communicate the new product offerings to the customer. This target audience includes bakeries, catering firms and companies within the food industry.

The magazine launched in the first week of May 2011 and can be seen on our publications wall here

Manchester advertising agency Delineo was asked to develop a 30 second radio spot, drawing attention to the business achievements over the 10 year period. Delineo used the concept of ‘the speech’ to announce how Hattons have helped its clients and give everyone who has contributed to its success a big thank you.

The supportive and welcoming tone of voice, distinctive imagery (people dressed in bandages) and the use of a positive headline of ‘celebra+e good +imes….’ in its press ads is in keeping with its integrated advertising campaign, launched earlier this year.

The strapline ‘on your doorstep for legal advice’ is featured in the radio and press ads to illustrate how Hattons supports its clients locally and backs into its over-arching message that ‘your local team is on your side’, which highlights Hattons’ longstanding links with the local Rugby League teams in each target area.

The radio ads ran on Wish FM and the press ads featured in the St Helens Star targeting people in the St Helens, Leigh, Widnes and Warrington areas.

Integrated campaign elements: Advertising, brand Communication.