Lawrence & Pierce | Marketing Visions - vision_viii

talking point

How do you make sure your messages and your campaign-spend reach deep into audience minds and achieve real staying power? It is an issue that is critical for any communications director, whether they are, like me, working for a charity like Crisis or are in a business context.

We’ve recently teamed up with Lawrence & Pierce. Our goal was to communicate the extent and experience of the problem of hidden homelessness, people living in hostels, bed and breakfasts or sleeping on friends and families floors. We invited pitches from three agencies and, as part of the background, briefed them on the advertising-led campaigns that we had undertaken in the past.

By using the medium of sound, and in part installation, we have created something that is more directly engaging with the audiences we are seeking to reach.

I was delighted when L&P came back with proposals that asked some tough questions about our assumptions. They produced a campaign that, when we launched it in July 2004, achieved tremendous results against the media goals that we set. But also went much further and delivered a resource that we can use time and time again.

Together we’ve created an ‘audience experience’ – a box where people can experience the world of hidden homelessness. When you step into the Crisis box you hear the stories of real hidden homeless people, you can see out but the outside world can’t see in. You can’t touch, reach out or interact. It is literally a box when it is used in public places like Trafalgar Square and at the party political conferences. But it is also online so people can get a ‘virtual experience’ and then connect directly to electronic ways of lobbying their MP.

The box is an example of the need to think laterally about communicating issues. By using the medium of sound, and in part installation, we have created something that is more directly engaging with the audiences we are seeking to reach. It gives us a way of jolting stereotypes in a subject area that some have closed their ears to. It has generated national media coverage but, beyond that, gives us an opportunity for deeper dialogue with decision-makers and the people who influence them.

Mark Flanagan DIRECTOR OF COMMUNICATIONS, CRISIS

beyond the brief

BACKGROUND

National Express Group won the franchise to become the single train operator out of London Liverpool Street, taking over services previously run by three different rail companies.

AIMS

...we showed how it could also lead the business vision and mission of the new operation.

To create a distinct brand that would not only make the new operator stand out positively in passengers’ minds but also give impetus to the business and managerial merger of three distinct operations.

TIMESCALE

There were just two months from brief to the full launch of the new franchise. It was imperative that National Express chose an agency that could not only produce an inspiring and winning solution but could back it up with fast and reliable delivery.

APPROACH

We sought to create a name and visual identity that was capable of reaching out to customers but also going deep into the staffing and behavioural goals of the new operator. As well as devising the external brand we showed how it could also lead the business vision and mission of the new operation.

SOLUTIONS

The franchise was launched with the name ‘one’ – a direct expression of the integrated and seamless service that is the goal of the new operation. It also gives a simple internal ‘call to action’ to be a number one operator, an example to the industry and a champion of the region. ‘one’ is about unity, clear direction and new possibilities for everyone in the organisation.

COMMUNICATION

“We chose Lawrence & Pierce because they grasped the region’s complex make-up, the sensitive context of the franchise launch and presented a clear brand strategy.”

Extensive consultation accompanied the development of the new brand which was launched with new train liveries, signage, uniforms, customer information materials and new website.

RESULTS

“They’ve worked closely with the Group, incumbent franchisees and stakeholders to deliver a complete suite of brand materials for day one and to take us through the difficult transition period.” Fiona Noblet, Communications Manager, National Express Group.

in brief

Blimey Baby
Lawrence & Pierce (L&P) has helped launch Blimey Baby, an e-commerce enterprise dealing in unusual and classic toys. “I had a lifestyle aspiration for Blimey Baby which I thought could be quickly realised through coverage in magazines. L&P highlighted the risk involved with a sole focus on this route and delivered wider creative and practical solutions that have proved invaluable. I can now build the Blimey Baby brand in a measured, authoritative way that won’t stretch the finances and resources available. From this foundation we can reach our audiences in ways that are more hit than miss.”

Rebecca Van Laun, owner of Blimey Baby.

P&A Group
The P&A Group is a market leader in the animal feed industry. L&P was appointed to manage the announcement of a major partnership deal for the group. “The communications challenge was enormous. We needed to selectively manage information distribution and tone of presentation across a number of audiences, many of whom have English as a second language. On a tight budget L&P equipped us with a suite of communication tools, covering traditional and new mediums that we can tailor to deliver the right messages to the right people.”

Gavin Raper, Managing Director.

Skills
Skills has appointed L&P to direct and manage its advertising account. “Traditionally run in-house, our advertising strategy needed a rethink. L&P has taken over all dealings with publications, refreshed the ad style and devised templates that enable us to be tactically proactive and reactive. Our job is so much easier. We can concentrate more fully on customer relationships and on developing the business potential that L&P’s creative impetus should bring.” Jo Dixon, Product Manager, Skills.