SC Creds_HRES

8/6/2019 SC Creds_HRES

1/23Better?

Agency Credentials


2/23

ContentsIntroduction:

Our Approach

Our Agency

Case Studies:

For Dummies

Linda McCartney

Simon & Schuster

Adult Learners Week

Yamaha

Our Clients


3/23

The two words information

and communication are often

used interchangeably, but they

signify quite different things.

Information is giving out;

communication is getting

through. Sydney J. Harris


4/23

Our Approach

Where is everybody?The communication opportunities of today are as good as they

are bad. The customer is now in control and dictates to the

brand the time and the place for communicating.

There are more communication channels involved in motivating

a customer, but this increase provides greater choice and

presents marketers with more challenges.

People are entertained over the Internet, talk using text

and hold meetings via email. Are televisions, landlines and

face-to-face meetings a thing of the past? Is traditional

media doomed?

The answer is no, but what is clear is that people have a choice

and make their choice in relation to their lifestyle and how

informed they choose to be.

What is the impact?The 2005 Consumer Email Study showed that when asked

what they would like email to replace, 54% said telemarketing,

45% said in-person sales and 40% said direct mail to postal

address. An additional third (33%) of respondents would like

to see email replacing retail offers and coupons, and 28% said

bills or statements.

A new approach to communication is needed. Creatives should

no longer focus on interruption but on engagement, where media

selection is based more on the customers need rather than the

brands comfort zone. Engagement delivers long-term customer

relationships through the provision of informed and valued

dialogue.

Brands have historically used media to show the customer

a better way by becoming part of the brands community;

today brands strive to become a valued part of the

customers community.

Todays customer wants to feel engaged, empowered and

informed. Communications now need to stimulate, include and

provide the environment to achieve these relationship dialogue

moments. Traditional and new media now work together and

often have new and challenging roles in a campaign.


5/23

Where does Silver Chair fit in?Its all about their needs. We love the new customer relationship

opportunities that media presents to brands today. Customers

are no longer gained by the biggest or the loudest voice, but by

understanding and caring. Brow beating a customer into

submission to buy your brand is an expensive and short-term

gain. Silver Chair is all about ensuring you understand the

customer and communicate how much better you understand

them than other brands.

Our approach is to engage and involve the customer,

communicating with the them over long periods. We ensure the

communication is focused on them and relevant to them at all

times. It really is all about their needs.

What can Silver Chair do for me?Our integrated customer focused approach rolls across todays

media landscape, providing our clients with one agency for one

campaign. Through our full-service network we ensure our client

is involved at a strategic and creative level, rather than them

ensuring a multitude of agencies are kept up to speed.

Innovation and creativity is part of our service. Our work is

developed with a collaborative approach that maximises todays

communication opportunities. Media planners work with creatives,

strategists work with operations and all work with the client. This

inclusive approach ensures our clients communications are

engaging, connecting and customer developing.

Our Approach


6/23

Our Agency

Silver Chair is an integrated creative

agency that provides cross media

communication solutions. We work with

a number of leading brands including

tic tac, Viacom, Yamaha, Honeywell,

Linda McCartney, Sennheiser and

Fuji Film. Our team is experienced

in all agency disciplines and our

approach is results driven.

We have an international creative teamwith experience in all media channels

from online advertising to direct mail.

Our clients utilise our creativity

whether it be from driving in store

traffic to delivering online customer

relationship tools.


7/23

Our people are creatives,planners, developers anddesigners. Here is howthey see themselves.


8/23

Offlin

e

Direct Mail

Retail

Events

Press Ads

Outdoor

Branding

PR

Onlin

e

Virals

Websites

Mobile

Animation

Online Ads

Emailers

Blogs

Integra

tion

nning &St

rate

gyCreativi

tyProduc

tion &developmen

Our Solutions


9/23

CaseStudies


10/23

ProductCustom Publishing Solution

OverviewThe worlds largest knowledge brand wanted to grow their

market share in custom publishing, through strategic partnering

with corporate marketers and advertising agencies.

ChallengeTo re-position a successful consumer knowledge brand

as a strategic B2B publishing partner.

The Idea of our workTo emphasise the product sales and partnership opportunity

presented by the custom publishing solution we recreated the

Lord Kitchener war cry into a call to action. The Your Product

Needs Me strategy was developed and executed over an

integrated B2B campaign.

MediaDM, Press Ads, Web and Exhibition materials.

Results Web site traffic resulted in a 12% interest

registration rate.

Response rate to the campaign increased on previous

campaigns to 4.8%.

A new business pipeline rate was increased

by 16% on previous campaigns.

For

Dummies


11/23

1: Direct Mail

3: Website

2: Microsite


12/23

Simon &SchusterProductPaula Radcliffe Autobiography

OverviewOne of the UKs leading sports personalities wanted to

maximise the launch of their new book around a key event

The Great North Run.

ChallengeTo create a powerful and engaging campaign that would

connect with the book buying/sport enthusiasts acrossa variety of media.

The Idea of our workTo bring to life the race moment. We developed a creative that

enhanced the race experience for both the runner and the

audience. Paula Radcliffe is a brand that the public has a high

emotional regard for and we developed the campaign creatives

to project the feel of willing Paula to win and the emotions

Paula experiences during her career.

Media

Outdoor Advertising, Online Advertising, Direct Mail, Outdoorand Event Promotions.

Results Web site traffic increased by over 22% during the

campaign period.

Week 1 in store book sales were up by 3%.


13/23

1: Outdoor

2: Banners

3: outdoor


14/23

LindaMcCartney

ProductNon-meat Foods

OverviewRe-launch of one of the worlds leading non-meat food brands.

ChallengeTo develop a digital strategy and a number of platforms

to deliver brand values, grow awareness and drive

customer dialogue.

The Idea of our workTo develop a digital brand strategy that excited the consumer

with content and functionality, whilst maintaining the

wholesome and natural values of the brand. We created

a spoof band website to support their national tour, developed

digital brand kiosks for customers to interact with on the tour

and are developing the a brand showcase website and

a community platform to include the customer in the

communications process.

MediaOnline, email and event kiosks.

ResultsResults are not available at this point.


15/23

3: Event

1: Microsite

2: Website


16/23

ServiceAdult Learners Week

OverviewAdult Learners Week is the UKs largest celebration

of learning. It promotes education and training for adults,

provides access to information and guidance, motivates more

and different adults to participate in learning and celebrates the

learning achievements of adults.

ChallengeTo create an accessible and inclusive modern learning brand

that would engage and inspire learners, educators and

partners.

The Idea of our workTo energise adult learning and remove the barriers people feel

when faced with learning challenges in later life. We developed

the campaign tagline Join Our Journey to project the

opportunities achieved through learning and that it is

something that is achieved through a supportive network.

The campaign then introduced learning success stories through

the inclusion of learning award winners and their own

personal story.

MediaPress Advertising, Online Advertising, Direct Mail,

Web site, Email Marketing, Radio Advertising, Posters

and Event Promotions.

Results Results are not available at this time.

AdultLearners

Week


17/23

1: Poster

2: Website

3: Email


18/23

YamahaProductYSP Digital Sound ProjectorOverviewHome cinema provide the highest growth area in the A/Vmarket. Yamaha have developed a revolutionary new home

cinema sound product called the YSP, which uniquely provides

surround sound from one unit.

ChallengeTo launch a new technology from a specialist brand

in a highly competitive market.

The Idea of our workTo revitalise the 150-year brand value of Yamahas leadership

in sound and position the technology to appeal to style lead

consumers. The hearing is believing strategy was developed

and executed over an integrated consumer and trade

campaign.

MediaPOS, DM, Press Ads, Web, Product Literature, Event materials

and Exhibition graphics .

Results Web traffic increased by 300% during the campaign.

Response rate to the campaign increased by 4%.

Market share increased 14% in established products.

The product was critically acclaimed by specialist press,

and won over 5 awards including What Hi-Fi product

of the year.


19/23

1: Direct Mail

3: Packaging

2: Press


20/23

Our Clients


21/23

A very large thank you for a job done

extremely well. I knew I could count on you to

make this campaign a success! I look forward

to working with you on more campaigns in

the future. (And, most importantly, to the funof working together of course!)

Laura Friedman, VP,Financial Times Knowledge.

Yamaha has introduced a true technological

breakthrough with our digital sound projector

and we have been impressed with Silver

Chairs approach to the communication

strategy for such a leading edge product

Jeremy Curtis, Sales & Marketing Manager,Yamaha Electronics UK.

The Minority Business Network providesa range of services to a vital part of the

business community. Silver Chair was briefed

to produce a campaign that is eye-catching,

with wide ethnic appeal. The brand and

campaign tools provided have been met with

a very positive response and have been

successfully implemented in a number

of new initiatives.

Cline Powell, Account Manager Marketing,Business Link.

Client Quotes


22/23

You need your marketing dollars to work

harder for you, to generate new leads, seek

out new customers and drive sales. Silver

Chair does all this and more. They are the

full-service, professional organisation thatunderstands your needs and your markets.

Simply put, they are the answer to your

every marketing need.

Lenny Friedman VP Global DM & E-Commerce,

Jossey-Bass Publishers.

The team at Silver Chair are an inspiration

to work with. They are highly creative,

passionate and add clear strategic value

to all projects.

Michelle Long Director P&T Marketing

John Wiley & Sons.

My hat truly goes off to the team at Silver

Chair who all put in long hours and made

this huge undertaking seem effortless.

Adam Davids Manager Financial Services,Intellexis plc.

Client Quotes


23/23

Everything can

be bettered...

Hertfordshire Office27 Queensway Hemel Hempstead

London Office14-18 Old Street

Tel: +44 (0)1442 400612Email: info@silverchair co uk

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