The Beach CIM Entry Best Agency Contribution 2010

WE BUILD BRANDS... and our clients love ’em.

CHARTERED INSTITUTE OF MARKETING AWARDS 2010

BEST AGENCY CONTRIBUTION 2010THE BEACH COMMUNICATION

CLIENT PORTFOLIO 2009 - 2010

PrefaceThis submission is representative of our contribution to a selection

of key clients during the CIM awards entry period 1 January 2009

to 7 October 2010. The first six case studies launched between

Q2 2009 and Q3 2010. For clarification, the case study for Jersey

Enterprise reflects only work completed within the entry period.

The Beach Communication The Beach Communication is a progressive, independent brand strategy and

design consultancy established in 2001, owned and managed by designers who

actively promote the direct relationship with the client.

Over the past nine years, we have fused our extensive experience in new media

and the traditional design and marketing disciplines and emerged as one of

the leading and most formidable brand agencies in the Channel Islands with

a portfolio of clients and successful outcomes that attributes to this.

Our approach is ideas-driven and highly collaborative, grounded in the science

of brand development. This approach we apply with considerable passion

and contagious energy for clients, with the aim of igniting their brands and

subsequent business success.

Our approach to brand build is both intelligent and practical. We work closely

with clients to generate ideas, solve problems and share knowledge. Our core

skills lie in developing effective brand strategies and applying a creative response

to the unique needs of our clients.

Why our business model is so importantWe are proud of what our business model stands for. Our clients see the day-

to-day benefit of it. We have no account handlers, no middle men – we actually

dare to place designers in front of client. We are the account handler, the first

point of contact, the person you turn to if you have an issue. No smoke and

mirrors, just straight forward personal accountability.

We have an incredibly competent team of intelligent creative thinkers that

provide the business confidence to deploy our business model. Working directly

with the client, means we are significantly more efficient than our competitors.

For the client, this time effectiveness translates into cost effectiveness, which

means extending the value of the budget – a significant factor in today’s

challenging economic environment.

Time Efficient. Cost Effective. Accountable. Intelligent thinkers. Highest

standards of execution = Tangible client benefits as you will see.

How we build brandsOur aim for clients is to establish a cohesive branding strategy which

reinforces the organisational values and presents a powerful proposition to

all stakeholders and the target audience. This strategy is delivered through

a variety of vehicles to not only define a client’s position in the market

place; but also, to facilitate in releasing their business vision.

The Beach aims to deliver brand identity that will:

1 Symbolise and focus the vision and values of an organisation

2 Achieve relevant, distinctive and memorable differentiation

3 Create positive awareness, recognition and reputation

4 Build and maintain trusted relationships between an organisation and its key audiences, both internally and externally

5 Build brand equity and future asset value

Our challenge is always to make the brand identity work hard to drive recognition. Recognition comes from awareness, driven by consistent communication of three clear, simple messages:

1 Who we are

2 What we do

3 What we stand for

Without this consistency, there is no recognition. Without recognition, there is no identity and no reputation.

Branding is communication: internal, external; passive, active.

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SCOTT HAYNES FOUNDER AND DIRECTOR

Key Attribute: Brand Expert Experience: 20 years Nickname: Haynesy

THE KEY PLAYERS

JACK CUNNINGHAM FOUNDER AND DIRECTOR

Key Attribute: Web Expert Experience: 12 years Nickname: Web-M

LAWRENCE HANSFORD DIRECTOR

Key Attribute: Brand ‘expert’ Experience: 4 years Nickname: Flo

*

* Scott was actually standing on a box for this photo. No, really!

CASE STUDY 1

ME:MO

The Beach manage to balance creative flair with strategic thinking perfectly and perform more like an extension of the marketing department than an autonomous third-party agency. They provide much more than simply pretty pictures for design’s sake, they help shape the strategy and turn marketing spend into marketing investment.

Justin Thorne

Executive Marketing Manager

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TEXT and TALK Tariffs were core to the brand proposition, allowing free texts or calls to me:mo mobiles every day for life.

PAYG was designed to capture customers who just wanted a simple pay-as-you-go service.

Top-up cards were introduced in dominations of £5, £10 and £20.

Creating a brand with personality: Building the me:mo brand The Beach Communication were appointed by Jersey Post to build the brand for a new mobile phone service to launch by the end of 2009 into a extremely competitive marketplace. With a wide-ranging remit, we actively researched and analysed the current mobile phone market, domestically and abroad, to evaluate how we should best position the new brand.

Using our 5 points of successful brand identity, The Beach provided the board with a cohesive branding strategy and creative execution. We launched me:mo into the marketplace, confident of a successful brand launch through its distinctive and memorable differentiation. Measurement demonstrates me:mo is well received, exposure is high, and importantly the customer base is steadily growing with 1,100 activations in the first 9 months since the launch.

NukeJerseyWGirl

me:mo Website www.me-mo.je Peecol Associated Website www.peecol.co.uk

Full Page Teaser Campaign in local media: Prompting the question, who or what is me:mo? Subsequent adverts revealed the me:mo core proposition.

To download an application form and to view the terms and conditions visit our website:

www.me-mo.je

To download an application form and to view the terms and conditions visit our website:

Closing date28 May

2010

Design a new

me:mo character and

WIN BIG! We are challenging you to design a new

me:mo character and tell us its story...

what does it like? what does it do?

You can use any medium you wish.

Visit www.me-mo.je to meet the

current characters.

Campaign Poster

Competition Results Display Stand:Promoted at the Airport, Grassroots Eco-Festival and Post Office

collect and swap

Thank you...We were delighted with the high level of entries for our ‘Design a me:mo Character School Competition’. Thank you for your entry. To say thank you, me:mo would like to offer you the limited edition Peecol character WGirl for £3.50, normally £6.99 with this voucher. Pop into the me:mo store at the main Post Office, Broad Street to take advantage of this offer.

LimitedEdition

See you at this year’s Grass Roots EcoMusic Festival where me:mo will be keeping you up-to-date on festival day with SMS alerts, including special offers, artist updates and great promotions. Register your mobile number at www.memotreats.com

See you at

the Festival

We loveMusic too...

Thank you for all your great designs...

This year, local students aged 11-16 were invited to participate in a competition to create a new me:mo character. It was a great success, with over 400 designs from five different schools.

We would like to thank all who entered and congratulate the winners, runners-up and the shortlisted entries for their creations, which will be on display at the Airport in the

Departures lounge and at Grass Roots Eco Music Festival on Saturday 31 July.

e:moCreated by Josh Scott Warren of VictoriaCollege

Gallery Magazine Thank you Advert

Thank You Voucher

Competition Website:There were three stages to the website: the launch of the competition; the judges update and the announcement of the short-listed entries and competition winners. Engagement was high with over 400 entries from 5 senior schools.

Design a me:mo Character Schools Competition Campaign to engage with key target segment

Competition Website: www.peecol.co.uk/competition

I lovemu c

Autumn Campaign Creative

Texts

5p

TEXTTARIFFTARIFFTARIFF

Texts4p

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Voice Calls4p

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PAYGTARIFF

Texts6p

Voice Calls

TALKTARIFFTARIFFTARIFF TARIFFTARIFFTARIFFTARIFF

Voice CallsVoice Calls4p4p

11p11p

14p 14p

£5

£5

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£5£5£5

CREDIT CAN BE PURCHASED ONLINE, FROM YOUR LOCAL POST OFFICE AND FROM ALL GOOD RETAILERS.

10% OFF

IN THE ME:MO STORE WITH THIS VOUCHER

textor talk

more

XTRA DIT

WHENEVER YOU TOP-UP

XTRA DIT

WHENEVER YOU TOP-UP

XTRA DIT

WHENEVER YOU TOP-UP

£5£5£5

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www.me-mo.je Visit www.me-mo.je for full Terms and Conditions.

SIM PACKS

ONLY £2 AND

INCLUDES £2

FREE CREDITDirect Mail

Wobbler for Sub Post Offices

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BUY CREDIT ONLINE, FROM YOUR LOCAL POST OFFICE AND FROM ALL GOOD RETAILERS.

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FREE CREDIT AUTOMATICALLY APPLIED WHEN YOU TOP-UP WITH ANY AMOUNT*UNTIL AT LEAST 31 DECEMBER2010

*Terms and Conditions apply and are available at me-mo.je Credit purchased online at me-mo.je is in multiples of £5, £10, £15 and £20. Offer runs until at least end of December 2010.

www.me-mo.je

Get a free SIM Pack and £5 free credit if you port

your number to me:mo. Simply take this voucher to

the me:mo store in the main Post Office, Broad Street

along with photo ID. This voucher also entitles you to

collect a free Peecol collectable if you port.

www.me-mo.je

Free SIM and £5 credit when you port your number to me:mo

10% offany handset when you port your number to me:mo

Promotional Voucher

Autumn CampaignLaunched October with strong promotional offer to drive-up sales, support client retention and drive-up customer acquisition.

Skate Park Sponsorship Grass Roots 2010 Sponsorship

CASE STUDY 2

BASEL E-BUSINESS

The Basel Group were so pleased with the new branding and material for our e-business arm that we are now consulting with The Beach with regard to the rest of the Basel Group branding to include our Jersey, Mauritius and Swiss offerings. I have no hesitation is recommending them.

Grant Twine

Managing Director

Stationery

Offshore Solutions for Online BusinessesBasel Group are leading the way in providing offshore corporate structuring for online businesses.

The Beach were brought in to provide consultancy on marketing these services and briefed to create a subbrand to Basel Group that enabled the directors to maximise growth in this area.

Having established the three key motivators for the target audience (see promotional banner opposite), The Beach utilised the testimonies of Basel’s existing clients to demonstrate, across all marketing collateral, the tangible business benefits of Basel E-Business solutions.

Promotional Banners

Basel eBusiness Website www.baselebusiness.com

MORE CLIENT LOVE

From the first day The Beach took an enlightened approach

to developing our new brand, website and material. It was not

simply a question of ‘what do you want’ but rather ‘who are your

customers and what is it they want?’ We were branding and

marketing something different, a step away from the traditional

offshore private client environment, we were targeting the

e-business world. They sat, listened, asked questions, developed

a strategy, we agreed it and they presented their proposals. The

proposals were delivered in line with the earlier discussions and it

could clearly be seen that they had really been listening. Not just

listening but involving us by obtaining feedback at each stage of

the branding process.

Feedback from new and existing clients has been great. Our

marketing material has a heavy emphasis on clients experiences,

case studies and testimonials. Now a potential new customer can

relate to these real life experiences and see how our services can

also benefit them. Our clients were happy to provide testimonials

and case studies and equally as proud to see their business shown

as a success story.

Grant Twine, Managing Director, Basel E-Business

Newsletter

CASE STUDY 3

JERSEY HARBOURS

The Beach have been our primary creative agency for over five years. Whilst we have reviewed other agencies, we have maintained our loyalty as a result of their consistent and impressive delivery of high quality work.

The Beach succeeded in bringing clarity to the challenges posed by our recent branding exercise, working closely with us to align the new brand to our redefined business strategy. The outcome will help us redefine the business for our people and clients alike.

Howard Le Cornu

Chief Executive, Port of Jersey

Transforming an institutionJersey Harbours was an undervalued ‘brand’ – very much government – yet as a States of Jersey designated trading operation, a commercial entity with unrealised potential.

In 2008, with a new management team in place, restructuring of the organisation began and The Beach were appointed as consultants to work alongside the team to reposition Jersey Harbours both domestically and internationally.

The top level outcome was the redefinition of Jersey Harbours to form the Port of Jersey, representing the commercial and passenger port, Jersey Marinas representing marine leisure and a modified Jersey Coastguard with a revised mandate.

This project has had a staggered launch beginning March 2010 with the launch of the website in April being the key platform for future communication delivery.

The Beach: Laying the foundation:

• Working with the Management Team to redefine the role of the organisation

• Identifying stakeholders (both internal and external)

• Clarifying future business structure, vision and business objectives:

• Identifying audiences

• Focus groups amongst senior and middle management across all areas of business

• Defining the brands and positioning it creatively

The Beach: Creating the Visual Brand

• Brand Identities for the three businesses: Port of Jersey, Jersey Marinas and a modified Jersey Coastguard

• Sub-Identity for Jersey Boat Show

• Website (Launched April 2010)

• Literature for business areas

• Signage across the Ports and Marinas

The success milestones of this important project will be reviewed at the close of 2010.

Our ref: HLC/CR

30 January 2009

Helen Le Marquand

St Helier Yacht Club

South Pier

St Helier

JE2 3NB

Dear Helen

I would like to take this opportunity to thank you very much for setting up the Chartroom and

making Senator Paul Routier and my team so welcome on Thursday 29 January 2009.

It was a great opportunity to start dialogue with Paul, yourselves, the Boat Owners Association,

and the Harbours Team. Lunch, as always, was great and it was very useful to be overlooking

the Harbour from the chartroom, but I realise it created some extra work for you.

Therefore thank you once again for helping us out on this occasion, it was very much

appreciated.

Yours sincerely

Mr Howard Le Cornu

Chief Executive / Harbour Master

Direct dial: (01534) 447700

Email: [email protected]

cc. Christopher Fairbairn







Mr Howard Le Cornu


Direct dial: (01534) 447700


Christopher Fairbairn

Our ref: HLC/CR

30 January 2009

Helen Le Marquand


South Pier

St Helier

JE2 3NB

Dear Helen







appreciated.

Yours sincerely

Mr Howard Le Cornu


Direct dial: (01534) 447700









Mr Howard Le Cornu


Direct dial: (01534) 447700


Christopher Fairbairn

Our ref: HLC/CR

30 January 2009

Helen Le Marquand


South Pier

St Helier

JE2 3NB

Dear Helen







appreciated.

Yours sincerely

Mr Howard Le Cornu


Direct dial: (01534) 447700



CLIENT LOVE

The Beach have successfully provided a content rich but easy to navigate website that appeals to boat owners and the public alike. Throughout the consultation and building processes, they have never lost sight of our corporate vision and are continuing to provide innovative design and support going forward online and in print.

Myra Shacklady, Commercial Director

Stationery for each business unit

Where they were...

Port of Jersey Website www.portofjersey.je

Existing Jersey Coastguard Identity was updated to align with the Port of Jersey and Jersey Marinas brands.

A Sub-identity of Jersey Marinas

Jersey Boat Show Event Website: Content managed system drives value by allowing exhibitors to populate and manage their own marketing.

The Band of Her Majesty’s Royal MarinesPromotional Activity

Campaign Poster

Jersey Boat Show 2010The creative was adjusted in year 2 & 3 to promote the increasingly festival nature of the Boat Show – “not just big boats...”

HN

HN

Fairline Channel Islands - La Collette, St Helier, Jersey JE2 3NX Tel: +44 (0)1534 514 415 Fax: +44 (0)1534 514 416 E-mail: [email protected] Nautical (CI) Ltd trading as Fairline Channel Islands

... whether you’re buying, selling or simply enjoyingyour boat, we are who you need to know.

It’s not just what you know ...

TARGA 38 44GT IPS 44 OPEN 47GT 58GT PHANTOM P48 SQUADRON 41 55 65 78 CUSTOM

Visit us at the Guernsey Boat show 22nd - 24th April. Jersey Boat show 1st - 3rd May

Squadron 41 coming soon.

www.fairline.com/channelislands

Quarterly Publication: Until the new website, Harbour News was the main contact with both business and leisure customers.

Annual Report... whether you’re buying, selling or simply enjoying

who you need to know.

what you know ...what you know ...what Fairline Channel IslandsLa Collette, St Helier, Jersey JE2 3NX Tel: +44 (0)1534 514 415 Fax: +44 (0)1534 514 416E-mail: [email protected] www.fairline.com/channelislandsOffshore Nautical (CI) Ltd trading as Fairline Channel Islands

... whether you’re buying, selling or simply enjoyingyour boat, we are who you need to know.

It’s not just what you know ...

TARGA 38 44GT IPS 44 OPEN 47GT 58GT PHANTOM P48 SQUADRON 41 55 65 78 CUSTOM

Offshore Nautical Group will be representing Fairline, Arvor, Glastron and the Guernsey range of boats at the London Boat Show.

Please contact our office for stand/berth numbers.Look forward to seeing you there.

Squadron 41 coming soon.

HN

CASE STUDY 4

MYBUS(CONNEX)

The Beach delivered a website of excellent quality, together with the required training for us to edit and update the site. Since the site’s launch in May 2010, over 140,000 people have visited the site, and we have received very positive feedback from passengers about the range and ease of access of the information.

Eric Le Roux

Managing Director

Public bus service made more publicConnex provide the island’s bus service on behalf of the States of Jersey. An efficient and reliable service, their communications were not reflective of their service or desire to communicate more effectively with their customers and they sought assistance.

After due consideration and discussion with the client, Connex accepted our view that there was little to exhume from their current ‘brand identity’ other than the ‘my bus’ name and the Connex association. Clearly segmented across the business’ three key markets, The Beach created a family of identities, service focussed, yet retaining links with the parent company; fresh and friendly, yet retaining the authority of Connex through the arrow icon. Visual continuity and recall was maintained through varients on the existing myBus colours.

This segmentation formed the foundation of their new website, a robust content managed site designed to work for the business as much as the customer, reducing internal administration, improving business processes and providing customers with greater access to timetables and real-time bus information.

The Beach also demonstrated to Connex the unrealised opportunity within Liberation Station to maximise exposure of the myBus brand to customers – a simple exercise of populating the environment with the identities from windows to reception desks; timetables to concourse screens.

www.mybus.je

Targeted On-Bus Advertising Improving offline communication with client base

MORE CLIENT LOVE

Connex commissioned The Beach to rebrand My Bus, Island Explorer and school bus services to a create a universally recognisable identity which also clearly defined each network.

Following our initial consultation, The Beach undertook considerable research to understand the products offered, the public perception and the objectives that we wanted to achieve. They then created a brand which met all the criteria, launching the myBus, myExplorer and mySchoolbus ‘family’.

Following the brand’s conception, The Beach helped us to roll this out across all our products to ensure a high consistency and level of promotion across the buses, Liberation Station and our literature.

Simultaneously, The Beach designed our new website – www.mybus.je – using the new branding to create a user-friendly interactive site providing easily accessible information in a clear format. Again, they delivered a website of excellent quality, together with the required training for us to edit and update the site. Since the site’s launch in May 2010, over 140,000 people have visited the site, and we have received very positive feedback from passengers about the range and ease of access of the information.

Eric Le Roux, Managing Director

Business Cards Liberation Station Consistent application of the brand

CASE STUDY 5

EQUIPE

The Beach took on the brand build with intelligent thinking and flair. Their work captured the essence of our service and delivered a brand that was right for us and more importantly our customers.

Paul Harrison

Director

Stationery

UK Magazine Advertising - Targeted Industry Publications

Fund Administration software for SMEsAztec Group, a long time client and advocate of The Beach, asked us to bring to market their internally customised software for the fund administration industry. Bringing any new software product to market is a challenge, normally involving vast spend to gain the necessary exposure. With a limited advertising budget our challenge was increased, so it was necessary to exploit Equipe’s USP which was that it was powered by eFront, one of the market leaders in fund administration software. Customisable for smaller and medium sized businesses without the large capital investment of eFront’s software, Equipe is effectively promoted as eFront lite.

From the fresh new Brand Identity, to the striking UK magazine advertising, the stylish yet informative website to the impact of a simple business card, the Equipe visual brand is in place and with investment and focussed marketing should grow quickly in the marketplace to be the leading brand for SMEs.

Online Banner Advertising on industry specific websites

Equipe Website www.equipe.co.uk

CASE STUDY 6

MERCURY DELIVER.COM

We approached The Beach for a complete rebrand and redevelopment of our Mercury athome.com website. Not only did they deliver an imaginative and easy-to-use website, but they solved some of the more technical IT issues which arose during the project. Over the three month period since launch, orders have risen by 20% and the customer base has increased by 26%.

Howard Buesnel

Operations Director

Online shopping delivered Mercury were frustrated. Their e-commerce website was static, uninspiring and functionally far from their needs. The business had plateaued and they urgently required renewed impetus. Based on recommendation and a subsequent presentation, The Beach were appointed and briefed to provide a ground-up build of a new MercuryAtHome.com website. A number of business challenges presented themselves:

Challenge 1: Utilising The Beach’s content management system, put the e-commerce website at the heart of the business and its management processes, not treat it as a bolt-on tool as it had been in the original site.

Challenge 2: To provide an efficient and robust integration into the business accountancy and stock systems with a timed switchover from the existing systems.

Challenge 3: To re-evaluate the brand and the existing approach to communications. The original site delivered a weak client experience and for the business little retail marketing focus and therefore a poor proposition for driving up customer sales.

Also the business name was obscure, so we brought clarity with MercuryDeliver.com and a strong introduction offer (client acquisition) which we communicated through a tightly budgeted, tactical approach on the vehicle fleet, through online advertising and at trade shows.

MercuryDeliver.com has been well received, with positive response from existing customers, new customer growth (up 26%) and a client benefiting from a significant improvement in business process and measurement, and importantly, in just three months a 20% increase in orders.

www.mercurydeliver.com

Promotional Card

Promotional Banner with strong client acquisition promotional offer

Delivery Fleet: High-visibility, low cost advertising

Online Banner Advertising on local, high traffic websites

CASE STUDY 7

JERSEY ENTERPRISE

Commenting on Jersey Enterprise’s Inward Investment Brochure: I have been receiving many very positive comments from within Government and from the business community. The Chief Minister has sent a letter of congratulations and support for “a very well presented document.”

Wayne GallichanDirector of Inward Investment

Jersey Enterprise Websitewww.jerseyenterprise.com

Built within the context of our States of Jersey web strategy contract with our partners C5 Alliance, the website, a 3 month structured implementation, defines Enterprise’s proposition.

EuroStar Advert

Promotional Leaflet for eCommerce Trade Show in Lille

Q4 2010 Promotional Activity Collateral supporting international trade and inward investment promotion in France

Promotional Banner

Bringing government and people together through effective brandingJersey Enterprise was launched by the Economic Development Department to support the diversification of the Jersey economy and to help entrepreneurs and businesses succeed and to encourage new investment into Jersey.

After a rigorous pitching process, The Beach with local PR agency Direct Input, were appointed to a two year contract tasked with developing a brand that would sit within the Jersey PLC brand yet has its own recognisable voice. Jersey Enterprise were also keen to distinguish themselves from ‘Government’.

Formally launched in February 2008, by the end of 2009, Jersey Enterprise’s confidential business service supported 1823 new and established businesses resulting in 677 new start-ups, 1706 jobs, and the contribution of £14.1 million to Jersey’s economy and all this during one of the most challenging times faced by the global economy.

This spread is evidence of our contribution to this success.

MORE CLIENT LOVE

You may have seen the front page of the Sunday Times article much of which it would appear was prompted by the recent release of the Inward Investment Brochure. I have been receiving many very positive comments from within Government and from the business community. The Chief Minister has sent a letter of congratulations and support for “a very well presented document” and Julie Coward of Jersey Finance Limited and Basel Group was very impressed saying “an excellent piece of work - the artwork, the content, the simple yet strong messages”.

We are very pleased that it has been so well received and appears to be meeting its objective.

Wayne Gallichan, Director, Inward Investment & International Trade, Jersey Enterprise

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Inward Investment Brochure: How do you encourage inward investment into Jersey? Use those who have as your advocates.

Brochures: Two brochures aimed at the domestic audience were produced to encourage and provide valuable support for would-be entrepreneurs and businesses looking to expand.

THE BEACH WE BUILD BRANDS

We confirm that all testimonials for the respective clients are their own words and have not been created or adapted by The Beach. Feel free to contact any of our advocates.

CASE STUDY 1

Justin Thorne Executive Marketing Manager Jersey Post Group T +44 (0) 1534 616571 [email protected]

CASE STUDY 2

Grant Twine Managing Director Basel E-Business T +44 (0) 1534 500900 [email protected]

CASE STUDY 3

Howard Le Cornu Chief Executive & Harbour Master Jersey Harbours T +44 (0) 1534 447706 [email protected]

CASE STUDY 4

Eric Le Roux Managing Director MyBus T +44 (0) 877722 [email protected]

CASE STUDY 5

Paul Harrison Director, Equipe T +44 (0) 1534 833033 [email protected]

CASE STUDY 6

Howard Buesnel Operations Director MercuryDeliver.com T +44 (0) 1534 762211 [email protected]

CASE STUDY 7

Wayne Gallichan Director of Inward Investment and International Trade Jersey Enterprise T +44 (0) 1534 448934 [email protected]

Contact

Scott Haynes, Director The Beach Communication 10-12 Commercial Buildings Saint Helier, Jersey JE1 3UD

T 01534 722022 E [email protected]

www.thebeach.je

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The Beach CIM Entry Best Agency Contribution 2010

Documents

Transcript of The Beach CIM Entry Best Agency Contribution 2010