SMA had recently repositioned their brand and needed communications to reflect this. Futureproof was asked to work across digital and direct mail, updating touch points accordingly. The overall goal was to place SMA as the go-to brand for support, advice, and ultimately their infant formulas.
Futureproof completed a proprietary strategy process to translate the new brand positioning into a thorough strategy that could be applied across all media. For the direct mail, we designed a traditional welcome pack, and an innovative bottle-shaped piece to promote SMA’s NPD.
We conducted a thorough review of the website and proposed improvements to the look and feel, and content structure. As part of this process, we held a photoshoot with parents and babies, and ran user testing, to create an optimal and logical user journey with imagery that reflected SMA’s new positioning and better engaged with mothers.
Over 400k DMs sent out.
Digital aspect of project on hold pending Nestle buy-out of Pfizer.
Communication to engage and empower over 6,000 Publicans throughout the UK
Enterprise identified the need to re-establish itself as a force for good within the UK pub industry, starting with the relationship with their Publicans. Enterprise had traditionally allowed their behaviour and business results to dictate their corporate positioning, with their quarterly communications to Publicans being directive and commercially focussed.
They sought to re-engage the Great British Publican with a communications platform designed to empower Publicans to increase trade.
We created an all-new communications platform called ‘empower’ to fit the strategic aim of ‘empowering the Great British Publican’. Operating across both digital and traditional platforms, the communications are designed to deliver consistent, frequent and targeted messages.
The communications include a monthly newspaper and deals supplement, a weekly email, a regular text message service, and a fortnightly staff email. Futureproof ensures all content is credible and purposeful, focussing on giving both Publicans and staff the information they need to feel empowered. This in turn helps to change the perception and performance of Enterprise and its pubs.
A holistic communications platform developed across media channels to reflect the updated positioning of Enterprise as an undeniable force for good. Credible, forward-thinking communications are bringing Enterprise Publicans to the forefront of their industry, maximising the opportunities available to them.
We continue to provide the complete support necessary in ensuring the company strategy is being communicated through every interaction. empower has strengthened the level of engagement between Enterprise and its Publicans, providing the foundations for a positive and profitable future relationship.