hunterlodge - marketing & advertising

Advertising

Taking the strain

Another benefit of using Hunterlodge as your advertising agency is that we will deal directly with all the separate publications, ensuring you aren't bothered by sales calls trying to sell you media space. We will also provide a comprehensive advertising schedule that contains all important information relevant to all parties involved to ensure the account runs smoothly.

Measurable plans

Should you require, we are happy to research and plan your advertising strategy based on your given budget. We will provide recommendations as to the types of publications or media you should be prominent in to hit your target market. This will also be tied in with methods of measuring your advertising spend to ensure the campaigns are working and creating interest.

Below are some of the advertising areas in which we work, although this is constantly being added to with the weird and wonderful places we think of to advertise in!

• Local press
• National press
• International publications
• Trade press
• Radio
• Bus advertising
• Poster advertising
• Cinema advertising
• Billboards
• Train and tube stations
• Beermats and megamats in pubs and clubs
• Postcards in coffee shops
• Blimps
• Promotional people

Case study

City University, St Bartholomew School of Nursing and Midwifery

Having worked with City University since 2005, Hunterlodge researched, planned, implemented and monitored a structured advertising plan to promote various Open Days and in doing so increase final intake numbers. The advertising strategy consisted of a combination of media:

• Regional, local and trade press at key times throughout the year
• Outdoor mediums such as bus advertising, poster and lift escalator panels at carefully targeted London Underground stations
• Direct marketing with 150,000 leaflets distributed to the local community via door drops, community outlets such as libraries, GP surgeries and job centres, as well as promotional people at station exits to compliment the outdoor advertising

The results from the campaign were fantastic. The campaign generated the highest attendance at pre-recruitment Open Days in City University’s history with 323 people registering interest for courses. The previous year was 115, so this was almost triple. This has subsequently resulted in course recruitment targets being hit. The campaign was also nominated for a coveted Heist Award due to its success.

Marketing

Working closely with our clients

There are a number of ways in which we work with our clients on marketing initiatives, ranging from a one off campaign to handling their entire yearly marketing strategy. In order to provide full consultancy support, it is essential that we work closely with our clients and learn about all aspects of their business, their goals and their ultimate vision. Only when we truly understand our client's business can we formulate a successful strategy and ensure its successful implementation.

The marketing cycle

We can also handle all aspects of the marketing cycle - from initial strategy and budget planning, through to analysing and sourcing databases, devising appropriate messages and copywriting, rolling out the campaign and arranging the telesales follow up. Making sure that this marketing loop is carried out will help ensure maximum results from any activity.

Case study

Nescot College

Hunterlodge has won a Heist Award in the category of "Strategic Marketing Campaign: UK Student Recruitment" for their "Be Part of the Autumn Collection" summer recruitment campaign for Nescot College.

The Summer Campaign is Nescot's most important recruitment initiative and needs maximum coverage in order to raise awareness within their target markets. It normally takes place in the two months leading up to and during enrolment dates. It was important that this campaign cost-effectively used a wide variety of mediums to their maximum potential with an appropriate and eye catching design that would appeal to the wide and diverse target market, which is always challenging in a mixed economy college.

The design concept was developed from the theme of fashion advertising in that the images look like they could be part of an advert for a clothing company or store. This was to capture potential viewership from a much wider audience who may not respond to a more staid educational delivery. Potential students would identify with this genre of advertising as it is very popular and proven to be successful within the youth market. It would be distinguished and remembered due to the fact that it is promoting something other than fashion.

The strapline of "Be Part of the Autumn Collection' links with this fashion theme, suggesting that the viewer should enrol at Nescot to be part of this branded generation. It also promotes the range of courses available at Nescot and encourages enrolment to the collection of college courses. We used a wide variety of mediums in order to ensure maximum coverage around the surrounding area. These included beer mats, washroom posters, bus shelters, buses themselves, trains, tube stations, blimps, petrol pumps, billboards and telephone booths as well as a focused radio campaign. The judges' response to the campaign was very positive, stating they felt that we had:

"...developed a communications strategy, tone and style that successfully engages the target audience. This is achieved through the use of unusual and intrusive media with creative executions that recognise that the medium affects the message. In essence this is a strategy created from an amalgam of tactical opportunities with the interaction of personality, medium and message enabling the institution to become a brand that is visible and relevant to both the audience and the College."

Design

Unique combination

At Hunterlodge, our unique combination of creativity, experience and skills can help your organisation build market share, spread brand awareness, increase your customer base and enhance your image through applying the following techniques:

• Identifying and understanding your key target audiences through strategic research and analysis
• Boosting brand awareness through targeted messages and collateral that are both meaningful and memorable
• Increasing profitability through persuasive marketing communications that directly influence the bottom line
• Enhancing business opportunities through thorough knowledge of customers' channels and astute use of the full marketing mix

Design solution

We pride ourselves in offering a design solution that combines the power of creativity with the satisfaction of measurable results, through a wide range of services:

• Corporate identity
• Logo development
• Branding
• Brochure concept and design
• Artwork
• Direct marketing and fulfilment
• Point of sale
• Photography
• Copywriting
• Telemarketing

Creativity in design is at the heart of all our services. We will work with you to ensure your brand, imagery and message is perfectly tailored to meet your marketing objectives.

Case study

Westminster Primary Care Trust

For three years in a row, Hunterlodge won two awards in the Nexus Annual Report and Patients' Prospectus Awards. We were voted runners up in both the Patients' Prospectus category, having been shortlisted from 70 entries, and the Best Web Version category for our outstanding illustration designs for Westminster PCT.

Due to the restructure of the NHS and formation of new PCTs, one of the NHS's principal requirements was for each PCT to produce an informative patients' prospectus that detailed to the public the PCT's goals, aims and function. We created a new identity for Westminster PCT which formed the design basis for the patients' prospectus.

The idea centred around a hand with one clean line holding everything together, in the same way the Trust brings together different aspects of primary healthcare to serve the local community. We included a strapline - Your Health Is Our Primary Concern - which is a powerful summation of the ethos of the organisation, with a clever play on the word ‘Primary'.

Ann Cohen, Head of Communications, Westminster Primary Care Trust, says: "We are truly delighted with our successes. The Guide is intended to be a useful resource for anyone who lives or works in or visits the borough, and the judges clearly recognised this as well as the highly innovative and eye catching design."

New Media

Interactive portfolio

At Hunterlodge, our fully integrated portfolio of marketing and design services enables us to choose the right medium to achieve the results you are looking for. By providing new media solutions as a key part of an integrated strategy, we can create interactive business communication tools, using the latest technology, that will improve your business and marketing performance.

World-class products

Hunterlodge New Media produces world-class new media products. Our blend of core competencies enables us to deliver commercially relevant, technically accomplished, impactful digital solutions. Undertaking a new media project is a serious consideration in terms of both time and budget. This is why we offer a complete digital communication service from consultation to evaluation. By assessing your requirements, we can advise you accordingly to ensure you will reap both long and short term benefits.

Commercial relevance

The New Media team contains individuals with various backgrounds - some with impressive academic qualifications and some with years of "hands on" experience. Most important is the teams' ability of not losing sight of the commercial relevance of the projects they undertake. The broad range of skills sets they possess makes for a very accomplished unit able to adapt to the most demanding of new media projects.

Bespoke solutions

Our in-house authoring and AV capabilities include:

• HTML, DHTML, XML, XHTML, CSS
• Object oriented programming; Visual C+ +, Java, JavaScript, Java Applets
• PHP, Object oriented PHP, ASP, ColdFusion
• SQL, MySQL, Oracle, MS Access, Postgres SQL
• Perl, CGI scripting, Shell Scripting
• Director / Flash - Applications, Animation, Games
• Full Audio and Video editing and production

The important thing to remember is that most of our new media solutions will be individually created for your specific business need or requirement. We will work closely with you to provide both a creative and appropriate solution that fits your allocated budget.

Case study

London Borough of Newham – Mayor’s website

Mayor.newham.gov.uk was developed for The Mayor of Newham to help communicate to the community the role that he undertakes. It provides information on his movements and activities, current news, policy priorities, events and how to get in contact with him.

Hunterlodge was responsible for the design and technical build of the site. The Mayor’s website launched in October 2005 and has proved to be a very popular site for the local community. It has a high volume of traffic and impressive hit statistics, but more importantly it has achieved its objective of opening up an avenue to communicate with the Major of Newham. Question-asking areas, polls and events calendars are the most frequently visited areas of the site and have enabled good data to be captured and surveyed.

Digital Print

Thorough knowledge of every aspect of the print process

From design to digital repro, production, finishing and delivery, this means that we can foresee potential difficulties and eliminate them before the job goes to press thus speeding turnaround and ensuring competitive pricing.

Hunterlodge now has an in-house digital print facility to complement our extensive range of print services. We currently have three Xerox 2060 digital presses and all finishing equipment onsite. Digital print is becoming one of the most important technologies in the printing arena - witha great deal of benefits over more traditional methods.

Personalisation

The beauty of digital print is that every piece can be individualised at no extra cost. This is not limited to simple black text but can be in full colour and an integral part of the image or design. Pictures, graphics, prices or any key information that is database driven can be incorporated.

High quality

Digital print has many advantages in terms of quality. The presses are pantone calibrated so every item will match the original with far less spoilage than litho. The range of materials available also ensures that the product will be of the same quality as the conventional route.

Cost effective

Our digital print solution means that you can now test your campaigns or simply roll out very high quality, high level, strategic marketing to your customer base without costing the earth.

Database management

The key to any successful campaign is your database - you only get out what you put in. Once you start using digital print, you will notice that not only do response rates increase but also accuracy and cleansing immediately improve. We offer a consultation service to analyse your business and advise on your complete customer related database with regards to strategic marketing and digital print solutions.

Print on demand

We also have an extensive print on demand facility which offers an end-to-end automated workflow solution. POD simplifies the whole order process from the time you place an order, all the way until the job is delivered and billed. Because of online proofing, direct ordering and the online tracking options, you will save time and money.

Case study

Quadriga

Quadriga is the European market leader in the provision of in-room technology to the hotel sector, with over 500,000 equipped hotel rooms and an annual audience of some 100 million guests.

The company operates in 29 territories throughout Europe and the Middle East and provides film, music, web connection and other services for leading hotel chains including Accor Hotels, Best Western International, Hilton International, Marriott International, Six Continents Hotels and Starwood Hotels & Resorts.

Our job is to print the 500,000 room cards detailing the films on offer every month. Each individual card contains its own variable data - such as prices, films and hotel name - so, in essence, what this means is that each hotel has its own print run.

The results for Quadriga using our digital print offering have been outstanding. We have managed to save them over 30% per annum on their print bill. Whilst improving quality and accuracy, we have also reduced turnaround on this monthly job from 6 to 2 weeks.