Our own masterpieces

presentation

Project:

Business Link

Client:

Business Link West Midlands

Introduction

Businesslink.gov.uk helps businesses save time and money by giving them instant access to clear, simple, and trustworthy information.

It is developed in partnership with subject experts within government and relevant business-support organisations to help businesses comply with regulations and to improve performance.

Whether it is a new start up, a running business, or one looking to grow and develop, Business Link can help them to manage their finances, employ people, find and keep customers, pay the correct tax, comply with environmental legislation, trade internationally, understand regulations in specific sectors find events and support locally.

Brief and objectives

To increase the number of meetings booked with Business Link advisors to 6000 by April 2008.

Target audience

45,000 small-to-medium sized companies in the rural and manufacturing sectors plus those owned by women and a number of generic businesses.

The solution

Dynamic and personalised direct mail

A dynamic and personalised direct mail campaign to 45,000 contacts directing recipients to personalised URLs and websites.

Lorien Unique worked with Business Link to help design the direct mail piece, which was A5 4pp and designed in the style of a filofax with a post-it note image on the cover.

Dynamic content appeared throughout. On the cover, the recipients name was featured with their personalised website address underneath and a password.

Inside were diary entries highlighting some of the possible day-to-day actions that the recipient was likely to do and a list of goals for the year. These entries varied depending on industry sector.

A personalised post-it note featured a short letter focusing on the issue of time (or the lack of it) and how they should contact Business Link for any help and assistance.

Lorien Unique sourced, analysed and purchased the data on behalf of Business Link.

Please click on the link below to see an example, which highlights all of the areas that feature dynamic content.

  • Dynamic and Personalised Direct Mail – Example 1

Dynamic and personalised URLs and website

The personalised site featured the same filofax creative and further information about Businesslink.

The website required a password entry. On the personalised website, the recipient was able to find out more about Business Link, book an appointment, request a call back, register for an enewsletter or email for more information.

It also hosted a data capture form enabling Business Link to find out more about their customers business and growth ambitions for the year and how they hoped to achieve them.

Please click on the link below to see an example, which highlights all of the areas that feature dynamic content.

  • Dynamic and Personalised Website and PURL – Example 1

For more information about how Lorien Unique can help you to improve your response rates, please contact
Chris James, Director at:

Tel: +44 (0)1753 768466
Mobile: +44 (0)7717 423285
Email: chris.james@lorienunique.com

Alternatively, click here and complete our 'Find out for yourself' enquiry form and we will contact you.