Audatex
British Energy
Connaught
Easywell
Labcrew
SearchFlow
SPS
Star
British Energy
Contract renewal Refreshing campaign |
Easywell
Labcrew
SearchFlow
SPS
Star
Client
British Energy, one of the UK's largest energy suppliers.
Challenge
The company is made up of two parts: British Energy Generation and British Energy Direct, with a combined turnover of over £1.5 billion. While British Energy Generation was under financial review, the two business names were causing confusion and negative perceptions as crucial contract renewal dates approached for customers. The challenge was how to combat this when the target market was small to medium enterprises (SME's): an audience highly influenced by mass media and unable to give up valuable time to engage in dialogue. There had to be an emotional hook. Gaining the high response required within a modest budget meant that a two-year program with a direct mail-led campaign was necessary . It was crucial to reinforce the values and key differentiators of British Energy to ensure that SME and major customers understood and were motivated by them.
Finally, the overall objective was to increase contract renewals by 6% every month over a two year period, with no incentive, in time for the 1st contract renewal period.
Results
The campaign significantly beat expectations. The renewal contract target increase of 6% every month achieved a minimum of 8% every month, and reached high points of up to 16% in some. Independent customer surveys confirmed that British Energy rankings increased even further in key areas during the campaign; reinforcing that the differentiation was being noted.
Deliverables Direct mail campaign - Direct mail data cleansing -Postcard campaign - Outbound telemarketing - Response management (online and freephone) - Thought leadership articles - Sign up Thank you emails - Renewal contract Folder - Renewal contract thank you letter - New service logo
British Energy, one of the UK's largest energy suppliers.
Challenge
The company is made up of two parts: British Energy Generation and British Energy Direct, with a combined turnover of over £1.5 billion. While British Energy Generation was under financial review, the two business names were causing confusion and negative perceptions as crucial contract renewal dates approached for customers. The challenge was how to combat this when the target market was small to medium enterprises (SME's): an audience highly influenced by mass media and unable to give up valuable time to engage in dialogue. There had to be an emotional hook. Gaining the high response required within a modest budget meant that a two-year program with a direct mail-led campaign was necessary . It was crucial to reinforce the values and key differentiators of British Energy to ensure that SME and major customers understood and were motivated by them.
Finally, the overall objective was to increase contract renewals by 6% every month over a two year period, with no incentive, in time for the 1st contract renewal period.
Results
The campaign significantly beat expectations. The renewal contract target increase of 6% every month achieved a minimum of 8% every month, and reached high points of up to 16% in some. Independent customer surveys confirmed that British Energy rankings increased even further in key areas during the campaign; reinforcing that the differentiation was being noted.
Deliverables Direct mail campaign - Direct mail data cleansing -Postcard campaign - Outbound telemarketing - Response management (online and freephone) - Thought leadership articles - Sign up Thank you emails - Renewal contract Folder - Renewal contract thank you letter - New service logo
