Barley House Group’s Prosecc-Ho-Ho-Ho Campaign
Background
Barley House Group (BHG) is a leading communications agency housing five areas of expertise: marketing, creative, digital, print and display. Located in Cuffley, BHG is a family-run business with over 50 years of experience supporting SMEs and Independent Schools in London and the Home Counties.
The Challenge
Market research identified that our clients were not aware of the full range of services we offer. As a result they would often come to us for one service e.g. print and work with another agency for their marketing. We wanted to change this through educating our clients and prospects on the full range of services that we offer.
The Solution
The Prosecc-Ho-Ho-Ho campaign! Central to the campaign was a quiz we consisting of five questions – one on each area of our expertise. The answers could be found and submitted on the BHG website, for the chance to be entered into a prize draw and win one of three prosecco advent calendars. Through offering our target audience the chance to win a prosecco advent calendar we provided a clear value to find out more about BHG.
The integrated campaign was launched in November and run for three weeks across a variety of channels including social media, email and PR. We chose to create a quiz and competition to make the campaign fun, in fitting with the festive spirit. This was reinforced through the prize of a prosecco advent calendar.
Three winners would be announced on 24th November, so the advent calendars could be delivered in time for the festive countdown. Being as we were feeling festive we offered all entrants who didn’t win a free marketing consultation, and, of course, a bottle of prosecco! This give our sales team a great reason to touch base with their clients and prospects and spread the festive cheer.
We also run an internal campaign for the BHG team! We couldn’t resist getting a prosecco advent calendar for the BHG office – staff entered their name into a giant prosecco glass and a winner was selected daily on the countdown to Christmas.
Results
The campaign was a huge success – 125 people entered the competition via a range of channels and we received lots of positive feedback. We also generated a buzz on social media –the campaign also delivered over 20,000 organic impressions and 380 engagements across LinkedIn, Facebook, Twitter and Instagram.
We also secured four pieces of press coverage in three publications read by our target audience:
• Hertfordshire Chamber of Commerce Inspire Magazine (circulation = 2000, monthly readership = 12,500).
• Hertfordshire Mercury (circulation = 12,746, monthly readership = 40,714).
• Independent Schools Association (ISA) monthly newsletter (distributed to approximately 440 members).
“I’m really pleased that so many people entered and to have received such positive feedback on the competition. We wanted to create a campaign that was fun, engaging and lighthearted – something we all want on the build up to Christmas!” – Danielle Burridge, Marketing Manager at Barley House Group.