Following a thorough website re-design, Harrison commissioned Dusted to create, and strategically advise on a direct marketing campaign informing their audiences about their new website launch.
Firstly, Harrison Catering aimed at leveraging its brand within the sector through a re-assessment of its on-line presence. The sublimation of its value-proposition – fresh and affordable – as well as the reinforcement of key messages – family run business, long-term relationships with clients, coherent sourcing policy – should all be reflected throughout the website (see blog entry 05.10.09) but also consistently extended to all communications at this particular stage.
Dusted then set off to work and designed a range of highly targeted mailings directed at both existing clients and prospects. The first group was comprised of the top 50 contracts. They received a personalized box set containing a Moleskine notebook gift along with other components which emulated – and brought to life – the ‘Harrison recipe book’ concept, as seen on-line. The second mailing group required a different approach. Each single piece was personalized and contained specific information regarding the sector in which the recipients operate, e.g. maintained schools, independent schools, businesses and so on, thus optimizing the client’s budget and ensuring the messages would be of extreme relevance to each target.
As expected – and to the client’s contentment – this action has already yielded results in the first few days after posting, generating direct response from prospects. It also got appraisal from their most valued clients who were delighted to receive a tasteful gift. This is yet another example of how positive an outcome can be when a brand coherently communicates with its customers and remain true to its values. And here at Dusted we too are very satisfied in helping Harrison to consolidate their position in their market as a genuinely ethical company.