the story
• global business intelligence specialist with expertise in strategy, IT and data
management
• wanted to reach out to potential clients in a fresh, engaging way
strategy
• with a service offering that was by its nature technical and highly customised,
Thorogood needed a marketing strategy that could both isolate its target
audience and deliver a clear message about its sophisticated solutions
• through discussions with the client we discovered they were running a monthly
lecture series to educate staff and existing clients about specific business
management products. We suggested publicising the lectures in a series of
leaflets inviting potential new clients to enjoy a learning experience and
mingle with colleagues
solution
A series of eye-catching leaflets advertised the individual seminars. Designed
as an A3 folded sheet, each leaflet featured an inner full-spread page with the
seminar topic, date and registration instructions broadly displayed in a poster
format that could be pinned to office walls. Once the seminar series was firmly
established we gave the client a template so they could produce further
leaflets in house.
impact
• Thorogood’s seminar series quickly became a lynchpin to its marketing strategy, providing
ample opportunities for face-to-face discussions with existing and new clients
• the once-monthly meetings were regularly over-subscribed
• contributed to a vibrant learning culture that benefited the industry at large
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