3-year digital strategy for England’s largest landowner
We continue to deliver creative digital marketing for the nation’s postal service, to educate and inspire the marketing community on the efficacy of mail.
Royal Mail MarketReach helps brands and agencies get the most from mail.
As part of the Royal Mail Group, MarketReach offers a breadth of mail services and tools that encompass direct mail, catalogues, door drops, and recent innovations such as programmatic mail.
The team includes experienced data planning and media specialists, who are on hand to help marketers integrate and optimise the use of mail as part of the marketing mix.
MarketReach sought to challenge perceptions about the relevance of mail as an advertising medium, whilst reinforcing the brand’s credentials as a modern, digital-savvy marketing organisation.
To support this broader campaign, the business was looking to develop a stronger digital presence, making better use of social media and other digital tactics to engage marketing and agency professionals about mail as an effective media channel.
We were appointed to develop and deliver a renewed social media strategy for the division.
Our challenge was to take a more strategic approach to the use of social media and digital marketing, ensuring that digital activity delivered value in the form of brand engagement and lead generation.
We carried out a range of research and discovery work to develop enhanced digital profiling of each customer segment.
This profiling helped to identify what topics and content formats resonate with each customer segment, as well as consumption habits across digital and traditional media.
On completion of the initial discovery phase, we designed a customer-centric social media and content strategy aligned with the topics that marketing and advertising decision-makers were engaging with across the industry.
The resulting content plan addressed the requirements and objectives of multiple departments within the business, and encompassed a broad range of content from website articles and LinkedIn blog posts, through to interactive quizzes, animated GIFs, and video.
We continue to review and update the strategy on an annual basis, delivering ‘always on’ digital marketing activity, and working jointly with the media and creative agencies on integrated campaigns.
Following the successful introduction of the new strategy, we have remained the digital marketing agency for the brand for the last four years.
During this time, our remit has expanded into other areas of digital marketing such as SEO, campaign execution, and social advertising.
This our strategic, insight-led approach has led to significant improvements in the effectiveness of the brand’s digital activity, including: