Development of Prostate Cancer UK's first regular giving product
Prostate Cancer UK, having just undergone a rebrand and incorporated another charity (Prostate Action), was in a stronger position to fight against prostate cancer and prostate diseases. With this in mind, Futureproof was asked to develop a new initiative that would reinforce their new branding, raise awareness, and drive donations that would help achieve their goal of ‘radically transforming the future for men with prostate cancer and prostate disease.’
Futureproof developed ‘Save the man’, a compelling initiative that garners support through its targeted imagery and copy. We tailored the campaign to fit different audiences, including a younger audience that had never previously been targeted.
‘Save the man’ was launched across various media, including a DM pack, magazine insert and email, which was also another first for the charity. We added another variable – the type of ask – and used tracking mechanics to identify where the communications had the greatest impact.
Prostate Cancer UK seeks to ‘save the man’ with regular donations, Matthew Chapman, Marketing Magazine
Making it a truly 'lovely jub-ilee' celebration
White Stuff celebrated their 25th anniversary in 2012 and were keen to exploit the marketing opportunity it represented. Their in-house marketing team was already at capacity so they needed an agency able to work across multiple disciplines, cost effectively.
Futureproof was tasked with using the anniversary to build brand recognition, engender deeper engagement with their existing customers and introduce new customers to their database.
We launched a celebratory events campaign, using a converted Routemaster bus to visit village fetes and festivals across the UK. The tour visited 22 events over the summer of 2010, and we promoted the brand at each event; engaging audiences with activities at each stop in the journey.
Our team worked as an extension of the White Stuff marketing department to deliver a hugely successful experiential campaign, brought to life by create design and innovative ideas for events.
A full-service marketing solution that removed the cost of multiple agencies and delivered event management, social media, branding, data capture and staffing. We increased the capacity of the White Stuff marketing department enough for them to successfully capitalise on the opportunity presented by their anniversary.
Return on Investment: £1 : £2.27
Number of events: 22
Attendance at events: 764,300
Bus on the move: 28,040
Increase to revenue resulting from campaign = £90,697.00
Total campaign cost = £40,000.00
Recognising the community spirit of the Great British Publican
Futureproof was tasked by Enterprise – the UK’s largest leased and tenanted pub company – with creating, developing and delivering an initiative to recognise the great work their Publicans undertake within local communities.
There was a need to drive positive PR, Publican engagement and industry recognition following a series of pub closures and the ongoing decline of the pub trade.
We launched ‘The Community Hero Awards’ to recognise Publicans who make a real difference to the communities they serve. A dedicated website was created that allows Publicans to use their Enterprise login details to gain access and enter the awards.
The campaign has been supported through PR, eRM’s, internal engagement of Enterprise employees and a YouTube video that gives a complete overview of the awards.
Launched in 2012, the inaugural awards ceremony saw 18 regional winners being given £5000 to spend on a community initiative of their choice, with one national winner being awarded a further £5,000 to invest.
Making accounting software stand out in a competitive marketplace
Accountz is an accounting software company that provides products for both domestic and commercial use. They needed to build their brand equity with a consumer group that held limited accounting knowledge.
Futureproof positioned the Accountz brand as easy to use, supportive and good value for money: ‘accounting made easy’ and accounting for the real world’. We developed the Accountz logo, branding, advertising, and product packaging and literature to create stand-out on the shelf, and to cut through in a competitive market.
We also built brand awareness through targeted PR, and used ambassadors and opinion formers to generate buzz in the industry.
Accountz boxed software has quadrupled in market share between 2009 and 2011, making the Accountz brand the second largest seller of retail boxed accounting software in the UK. In 2012, they were on course to sell £6m worth of software.
They have also been featured in major financial news media, including Money Week and the Financial Times.