Past Winners
Catnic (Corus UK Ltd) (Canmol 2009)
Catnic have always recognised that our products are utilised by an extensive yet varied customer base, ranging from self-employed builders to national housing developers and yet our communications strategy has at times failed to be inclusive of the needs of these different audience segments. The intended re-launch of our Lintel range and associated literature a concerted effort was made using both quantitative and qualitative methods to understand the requirements of our discrete audience groups and target communications to meet them. The changes proved to be highly successful in the market place with literature requests increasing across the board by between 6% for a hard copy of the Lintel Product Selector to over 40% for the Trade Price List downloads.
GreenThumb Ltd (Canmol 2009)
GreenThumb is the UK’s largest lawn care company. From humble beginnings on the coast of North Wales, GreenThumb now treats the lawns of almost 400,000 customers through its network of 193 franchised outlets. In order to stay ahead of the competition, a new approach to marketing was created, bringing to life a series of lawn related characters in computer generated 3D rendered animation. Our nasty lawn bug, big bully weed and moss monster engage the consumer, whilst also educating and entertaining. Our lawn hero, who was created from the current GreenThumb logo, will be replacing the GreenThumb logo from 2010.
Princes Gate Spring Water (Canmol 2009)
Princes Gate Spring Water is a bottled water manufacturer, borne out of a farming diversification programme in 1991. The brand recently underwent a complete overhaul, to include a re-brand, a portfolio revision, and the launch of an innovative marketing strategy. Situated on the site of the still-organic farm in Pembrokeshire, the ethos of the brand is centred around its love of the climate and the precious landscape from which the water is abstracted, and its commitment to the preservation and protection of same. The re-brand and subsequent marketing campaigns have yielded listings in Asda, Sainsburys, Waitrose and most recently, Tesco.
South Wales Police (Canmol 2009)
We wanted a new type of police officer that put customers first and process second and therefore needed a new type of training product for South Wales Police. The ‘Citizen Focus Engagement Seminars’ for front line officers built up awareness on customer focused approaches to service delivery and provided them with new skills on marketing and communication. It was all about understanding our staff better and getting them directly involved in improving service. This was achieved through unleashing their potential with leadership training and empowering them to be brand ambassadors – making every contact count with customers.
Wrexham County Borough Council (Canmol 2009)
The Happy Days campaign encouraged people to take a fresh look at their library and demonstrated the ways that libraries can make people happy -resulting in an all-Wales ‘Top 10’ list. The campaign was aimed at existing and potential library users in public libraries and at students in further and higher education institutions. The overall objectives were to increase visitor figures and to help shift public perception about the library brand. A variety of marketing techniques were used to highlight the benefits of using the library and provide a call to action to visit the library.
http://library.wales.org/welshlibrarymarketingtoolkit/happy-days/