0 2 | C R E A T I N G I M P A C T A N D D E L I V E R I N G R E S U L T S
C R E A T I N G I M P A C T A N D D E L I V E R I N G R E S U L T S | 0 3
Creating impact and delivering results
No jargon, no waffle, just honest hard work and direct contact with our team of talented, award-winning designers. Whether you need full branding, website design, a multi-channel campaign or just a one-off project, we can help. Our dedication to driving innovation and producing powerful, integrated campaigns means we remain at the cutting edge of performance. W e make brands stand out. For over 30 years, we’ve helped thousands of businesses succeed.
0 4 | I N T E G R A T E D
O U R V A L U E S | 0 5 I N T E G R A T D
Accord has real expertise in mature marketing and thanks to the outstanding campaign they delivered, we now have many new residents settling down to life at Bishopstoke Park.”
Anchor Hanover needed to raise awareness of the new luxury apartments they had for sale in Eastleigh, Hampshire, and inspire their target audience in the local area to get in touch. They also wanted to tell a story about loneliness in older age and showcase an aspirational lifestyle. The challenge
Phillip Hulme, Director of Sales, Anchor Hanover
visits to the dedicated landing page 4,661
Accord undertook extensive audience analysis and our team spent a day with the retirement village residents to ensure we accurately and positively represented them. This unique, first-hand insight meant we were able to deal with the subject of loneliness in older age in a sensitive, uplifting and aspirational campaign, whilst also highlighting the fantastic facilities at Bishopstoke Park. We produced a 30-second TV ad focusing on friendship, using an older actress alongside Bishopstoke Park residents. We also produced 60-second and 10-second variations tailored to different marketing channels. These videos were then delivered via a fully integrated six-week regional advertising campaign that incorporated local TV, cinema, radio, digital out of home and regional press. To boost awareness of the luxurious retirement properties for sale, we retargeted audiences using geo-targeted mobile technology and paid social. The increased search volume was then captured through a dedicated PPC campaign, with sitelinks and callout extensions highlighting ‘as seen on TV’ and driving people to request a brochure or call to arrange a viewing.
enquiries from people interested in buying a luxury retirement apartment
year-on-year growth in web traffic
0 6 | D I S P L A Y
D I S P L A Y | 0 7
marginal increase in CPA compared to paid search
lower cost- per-click than paid search
Dayinsure provides flexible temporary car, van and motorhome insurance, as well as learner driver insurance. As a brand that relies heavily on search, we recommended they reinvest a proportion of their spend towards new channels that would not only build awareness but also drive a high response.
Since partnering with Accord, we have been very impressed with the standard of work they produce. We are always kept in the loop with any updates on the account and the team is more than happy to help with any request. I would highly recommend Accord to anyone as we’re really pleased with the results of the partnership so far and look forward to continuing to work together in the future.”
Our team of digital experts pinpointed Google Smart Display as the ideal solution. By combining strategic audience targeting with adaptable messaging, we knew we could persuade them to click through and purchase insurance policies. Utilising Smart Display, we produced a full creative suite designed to suit any available inventory space. We then used automated bidding strategies to target ideal ad positions and times of day based on which inventories would deliver the highest return on investment.
Katie Ryan, Brand Manager, Dayinsure
0 8 | I N T E G R A T E D
I N T E G R A T E D | 0 9
The Christmas campaign was all about inspiring people to make a difference to those who need it most. Throughout the initial planning through to final delivery of our campaign, Accord has been a pleasure to work with. Talented, collaborative and creative, the Accord team is brilliant at what they do, and their fundraising expertise has ensured we can continue supporting the children and families who visit our hospice.”
year-on-year growth in unique pageviews on
year-on- year growth in visitors to the ‘Donate’ landing page
the ‘Donate’ landing page
Within our creative, we needed to communicate that Claire House’s work isn’t just special – it’s important. At a time of year when spending on unnecessary things is in abundance, we wanted to stop passers-by in their tracks and encourage them to think about making a real difference to those who need it most. Christmas is a key time for Claire House Children’s Hospice, with the public more likely to donate over the festive season. To capitalise on this increased generosity, we were tasked with delivering a fully integrated campaign that would raise awareness of their cause and drive donations. The challenge Our solution
PPC click- through-rate 10.5%
email conversion rate
Janet Abraham, Supporter Insight & Development Manager, Claire House Children’s Hospice
Featuring the emotive strapline ‘Do something special important this Christmas’, as well as a strong call-to-action, our campaign was rolled out throughout Liverpool and the Wirral. High-impact out of home formats were secured near the hospice, including rail escalator panels, bus streetliners and large billboards at high footfall rail
stations. Increased visibility was also achieved via a supporting press campaign in Metro Newspaper and direct mail. To support this offline activity, our team also ran email, Google Grants and geo-targeted paid social campaigns across Facebook and Instagram.
1 0 | B R A N D I N G
B R A N D I N G | 1 1
The new website and rebrand have been an overwhelming success and we could not be happier with the results. Accord has been a pleasure to work with and have ensured a user- friendly experience for each of our valued customers.”
In the early planning stages, extensive research was conducted with staff and customers to identify Titanic Spa’s key selling points and value proposition. Working collaboratively with the client, we conducted on-site visits to really get to the heart of the brand. Then, using this insight, our creative team developed a flexible and memorable brand identity that communicates the spa’s heritage, eco-luxury credentials and commitment to sustainability. Consisting of a sleek, stylish and easy- to-use website, as well as a refreshed logo, bespoke brand guidelines and on-site photography, the rebrand has been delivered across all marketing touchpoints. Spa collateral, signage, cocktail menus, gift vouchers and eco-luxury brochures also received the rebrand treatment, ensuring a brilliantly joined-up look and feel throughout.
Located in the Pennines, Titanic Spa is the UK’s first multi-award-winning destination eco spa. Boasting its own natural water source and running completely on renewable energy, the aim is to create a carbon-neutral building. To effectively communicate their brand’s core USPs and commitment to sustainable wellbeing, Accord was briefed with designing and delivering a full-scale rebrand of the spa premises and its online presence.
Carly Boothroyd, Operations Manager, Titanic Spa
1 2 | P A I D S E A R C H & P A I D S O C I A L
P A I D S E A R C H & P A I D S O C I A L | 1 3
Paid search & paid social
reduction in CPC 56%
of Facebook purchasers were new-to-brand
As an established travel insurance provider, JustTravelcover had cultivated an enviable repeat customer base, but struggled to reach new-to-brand audiences. To combat this, they briefed Accord with uncovering cost-efficient opportunities for growth online.
After just one week, we started seeing results from this paid growth strategy. Accord is always a pleasure to deal with and they have the interests of the company at heart. We look forward to working closely with them as we continue to grow.”
Our team of CRO experts undertook a review of the Just Travel Cover website, which resulted in a 46% decrease in exit rate on the homepage. We then introduced additional website tracking parameters that allowed us to map the customer journey more clearly, collating a wide range of behavioural data
to better understand in-market audiences.
audience lists based on the propensity for conversion.
We introduced an upper funnel Google Display Network campaign to reach new audiences and utilised Google’s machine learning
The PPC activity was supported by a series of prospecting and retargeting Facebook campaigns, using video and messaging carefully tailored to appeal to each target audience.
Dale Robinson, Marketing Manager, JustTravelcover
through Smart Bidding algorithms to generate
1 4 | S M A R T D I S P L A Y & D I S C O V E R Y
S M A R T D I S P L A Y & D I S C O V E R Y | 1 5
Smart display & discovery
reduction in CPA delivered via Smart Display 49%
growth in conversions delivered via Discovery 31.1%
growth in conversions delivered via Smart Display 123%
Handicare works in association with Age UK Enterprises to provide stairlifts and bathing products under the brand name Age UK Mobility. This is a very competitive marketplace within PPC Search auctions with costs increasing year-on-year. As a result, Accord was keen to look at alternative opportunities to not only help increase brand awareness outside of the search environment, but also continue to drive conversions and sales. The challenge
Thanks to Accord’s ‘Pathfinder’ status, we have benefited from the very latest digital innovations, such as Smart Display and Google Discovery, months in advance of our competitors. Accord are experts at what they do and have helped us to not only maximise our online visibility, but also to drive incremental on-site actions.”
Through our Google ‘Pathfinder’ agency status, we were able to pioneer Google’s new Smart Display beta and Google Discovery beta, providing Age UK Mobility with a valuable sales advantage over their competitors. Smart Display widened Handicare’s reach whilst also strengthening the number of actions generated from paid search. Taking advantage of this beta’s targeting and creative capabilities, we tested different imagery and messaging formats, such as text, image and native messaging, and then optimised our strategy based on which format drove the highest conversions in line with Handicare’s objectives. This was supported by strategic use of Google Discovery campaigns, which offered an opportunity to increase reach even further by showing ads across Google-owned sites such as YouTube, Gmail and Google Discovery feed.
Sarah Ferguson, Senior UK Marketing Manager, Handicare
reduction in CPA delivered via Discovery
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