Royal Mail Marketreach
Creative digital marketing for the nation's postal service, to educate and inspire the marketing community on the efficacy of mail.
About Royal Mail Marketreach.
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.
Providing social media support for the nation's postal service
Marketreach sought to challenge perceptions about the relevance of mail as an advertising medium, while reinforcing the brand’s credentials as a modern, digital-savvy marketing organisation.
To support this broader campaign, the business wanted a stronger digital presence to inspire more marketing and agency professionals to use mail.
We were appointed to develop and deliver a renewed social media strategy for Marketreach.
Our challenge was to take a more strategic approach to the use of social media and digital marketing, ensuring that digital activity improved brand engagement and lead generation.
Building an online picture of the marketing community
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.
Working with Marketreach to build a bigger digital presence gave us a unique opportunity to test a lot of our own assumptions about the marketing community. Through social listening, we've pinpointed the topics that really matter to marketers, and used these themes as a way to engage people on the relevance of mail.
Tara Costley-White Communications Specialist, Reading Room
Better engagement, improved digital ROI
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:
- A 2000% increase in social media traffic within 3 months of our appointment
- Nearly 60% of social media leads now achieved via organic channels
- A three-fold increase in followers across LinkedIn and Twitter
- 20% year-on-year increase in online leads achieved within 12 months
