The ICG bumper book of client case studies.

The ICG bumper book of client case studies.

Or, how we helped our clients achieve their communication and marketing goals without breaking their budget.

Graphic Design - Public Relations - New Media - Advertising & Marketing www.icgonline.co.uk

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the “need more people to know we’re here” problem.

“ It’s a real advantage working with ICG. With specialist PR, design and marketing teams all under one roof, it makes delivering effective branding and profile building projects so much easier.”

Sue Kendrick, Communications Manager, Blackpool International Airport

ProblemWhen Blackpool Airport transferred from public to private ownership, attracting new passengers and new airlines was critical to any future success. It was essential that the airport created a niche for itself in an already strong North West air travel market.

DiscussOur PR and design teams got out and about to learn more about other airports and the aviation market. From logos to signage, media targets to outdoor advertising - everything came under our scrutiny - and was up for discussion. We then blended our marketing expertise to create a truly hardworking solution.

SolutionBucking the trend of blue and red colours used by most other airports, we chose warm colours to make Blackpool’s branding stand out from the crowd. Punchy strap-lines such as ‘More holiday, less hassle’ highlight the airport’s unique selling points, and our PR team came up with a stream of story angles to generate ongoing media coverage.

ResultAn easily recognisable and vibrant brand that works on all levels. Marketing copy that gets to the point. Increased positive ‘airport visibility’ in the media - and most important - more passengers! Civil Aviation Authority passenger statistics show that Blackpool International is now ranked as one of the fastest growing airports in the UK.

Graphic Design - Public Relations - New Media - Advertising & Marketing www.icgpr.co.uk

the “present a consistent brand” problem.

ProblemWhen British Aerospace rebranded as BAE Systems, the company needed an agency that could handle a wide range of projects, with the ability to communicate complex information and operate as a ‘Brand Guardian’. With so many people within BAE Systems commissioning work, it was vital that ICG could help support and protect the integrity of the corporate brand.

DiscussSince day one of our relationship with BAE Systems, ICG recognised that even the best guidelines are open to interpretation - so we talked to as many people as possible to ensure that our designs would shine as examples of good practise.

SolutionICG established a dedicated account team to develop short lines of communication with our client, and we trained all our staff on the brand guidelines - so no matter what the deadline, there’s always someone who can help. We have also been given official access to their intranet style guide, so that we can double-check a design layout at any time.

Result To put it plainly. More work! The projects that BAE Systems continue to commission are the result of a 15-year old relationship based on trust and quality of service. We have been consistently singled out for introducing creativity without compromising brand guidelines.

15 years working with one of the biggest companies in the world


the “engage our target audience” problem.

“ We are delighted with the broad range of literature produced in partnership with ICG. The clear content and presentation has helped contribute to LFE being graded by independent auditors as one of the best service providers in this sector.”

Rob Hezel, Chief Finance Officer, League Football Education

ProblemMore than 90% of 16 - 18 year-old football league apprentices don’t get signed up by professional clubs - so what do they do when they are out of the game? Encouraging youngsters to pursue an education during their apprenticeship is the challenge for the League Football Education (LFE). However, with a passion for the game and eyes firmly fixed on football glory, how can the two be combined?

DiscussWe went back to basics with LFE - What? When? Why? Our team reviewed existing materials provided to apprentices and found them to be hefty tomes that would put anyone off! Digging deeper, we also learned that apprentices often received too much information at once, making them feel overwhelmed and uninspired.

SolutionWe created exciting ‘educational opportunities’ not legal documents! Emotive imagery and photography, quirky illustrations and punchier copy were used to give pace. ICG also devised a communication strategy to divide the information into ‘bite sized’ chunks spread over the two-year apprenticeship in a variety of formats.

ResultInformation picked up, read and easily understood. Youngsters now engage more fully in the ‘perceived’ less exciting aspect of their apprenticeships. In fact, our work in partnership with LFE has been award-winning and their newsletter, Touchline, designed and produced by ICG, received an Award of Excellence in 2008 from the CIB (Communicators in Business).


the “increase our microsoft® sales” problem.

ProblemVIP Computers is one of several UK companies officially licensed to sell Microsoft products to the trade. Its advertising had no point of differentiation from competitors on product or price, and was getting lost in a market place ringing with the same messages. Improved brand recognition was essential to drive up sales and inspire customer confidence.

DiscussVIP Computers did not want a full blown rebranding exercise. The company’s logo and corporate colours of blue and yellow were to be retained - they just needed to work harder. New advertising styles would have to be approved by Microsoft, and reflect their marketing objectives. Improved synergy between manufacturer and reseller branding, emerged as the best way forward.

SolutionGreater use of VIP’s corporate colours delivered instant cohesiveness with Microsoft’s branding. Clean lines, flat graphics and easily navigable copy was a refreshing alternative to competitor adverts. Building block style graphics showed how IT solutions could be pieced together; and a mix of media channels including direct mail, wrap-arounds, web banners and competitions ensured regular exposure and data capture.

ResultWhen Microsoft, praised VIP’s new marketing campaign as an example of best practise, ICG knew it had got it right. Positive feedback from a global player such as Microsoft was a feather in the cap for both VIP and ICG. But the campaign wasn’t just great to look at – it was generating more sales and attracting new customers. Now, ICG has yet another happy client…and something great to talk about!

Sales have increased and campaigns have been used by Microsoft as an example of best practice.


the “improve how we communicate” problem.

“ Enterprise is pleased to work with ICG. Employees have commented positively about our corporate literature which has also recieved a favourable response from customers and suppliers.”

Kelly Whalley, Marketing and Communications Co-ordinator, Enterprise

ProblemEnterprise has a big job maintaining the UK’s infrastructure. The huge scope of its activities means that the company has to communicate to a lot of audiences - government and utility customers, the general public, investors and stakeholders, as well as 6,500 employees. Enterprise recognised that it needed more effective communication materials to fully engage and inform its publics and tasked ICG to help.

DiscussA clear brief from Enterprise and probing questions from our design team helped us on the road to finding an effective solution. We were also able to bring to the table our experience of working with companies such as BAE Systems who require ‘brand integrity’ but also need ways of clearly communicating often heavy-weight and complex information on a world-wide basis to people working at all levels.

SolutionICG developed a visual style for all literature that involved greater use of photography and white space, along with bold story headlines to give all material pace without undermining any serious business content. The design style guide that we created for Enterprise’s communication literature delivers a strong brand identity yet retains enough flexibility to tailor the presentation of content to the target readership.

ResultThe new design style is reflected in all of Enterprise’s literature from tender bids to corporate brochures. Feedback has been extremely positive. In a recent employee survey, 80% said that company communications have greatly improved. As an added bonus, in 2007, ICG and Enterprise received the CiB (Communicators in Business) Northern Region ‘Best in Class’ Award for the company’s newsletter ‘Review’.


the “get the numbers up” problem.

ProblemCompetition in the North West leisure market is fierce with many attractions vying for the visitor Pound. Open throughout the year, Blackpool Zoo has to ensure that footfall is buoyant especially during peak periods. ICG needed to find a way to build on the zoo’s position as a ‘must see’ destination, a fantastic family day out and great value.

DiscussStraight talking! From the initial brief and right through the planning process, ICG and Blackpool Zoo had a frank and open dialogue about the attraction’s marketing challenges. By developing a strong sense of partnership to meet these challenges, we were able to fully explore all the available communication options.

SolutionStriking animal imagery was used in all promotional material to capture the excitement of the zoo and key messages ‘Learn, Discover, Enjoy’ encapsulated its ethos. Our PR team developed a strategy that focused on creating fresh media opportunities, supported key events and worked in wider partnership with the resort’s tourism stakeholders.

ResultAttention grabbing design plus lots of media coverage equals numbers up! Over the past seven months since ICG was approved by Blackpool Zoo, the attraction has reported an increase in visitor figures and revenue.

PR coverage has helped increase visitor numbers with revenue upby 10%


the “our corporate image is dated” problem.

“ Rebranding the company was a massive undertaking and ICG were exemplary in their commitment and expertise. We worked in real partnership to produce a new identity that excels on all levels.”

Andy Simpson, Global Business Solutions Manager, W.T. SeaAir

ProblemW.T. SeaAir is a global logistics provider with an impressive portfolio of clients including many high street retailers and their suppliers. However, a period of significant expansion and acquisition had left the company with a fragmented corporate image, identity and proposition.

DiscussIt became clear that the company needed to send out a strong signal to the market place that it has the resources, people and expertise to provide sophisticated supply chain solutions. It was also evident that the company did not have the marketing tools and materials to support its growth ambitions.

SolutionUnite all W.T. SeaAir’s services under one umbrella - from a new logo to literature - even down to pens! Our designers and copywriters all got involved to ensure that visuals and copy were clear and consistent. The new logo provided industry synergy by using container shaped blocks to form the company name, whilst our writers delivered a suite of sales literature with concise content.

ResultWelcome to the new face of W.T. SeaAir! The new brand and copy has now been integrated into all elements of the business - and the feedback has been positive. The company’s new corporate image and supporting materials reflect its position as one of the fastest growing global logistics providers in the UK - providing clear pathways to its services and expertise.


the “need to improve our sales” problem.

ProblemHow do we turn copper into Pound notes? Yorkshire Copper Tube is a leading manufacturer of copper tube for the UK and worldwide. However, in a market with little brand recognition or loyalty, and competing cheaper plastic alternatives, the client was finding it difficult to grow sales.

DiscussIt became evident that YCT needed a promotional strategy that engaged directly with plumbers and specifiers. It needed to be fun, reflect the high quality of YCT’s products, but also be practical. Brainstorming produced a strategy that combined the right ‘mix’ of promotional tools.

SolutionOur ‘Scratch and Win’ and ‘Text-to-Win’ campaigns hit the nail on the head. Quick to enter and with a chance to win prizes that plumbers might actually want: cash, tools, fleeces, cheeky T-shirts and even a fully kitted-out van! The campaigns were promoted in-store at over 600 plumbers merchants supported by POS material, web and PR.

ResultICG has just completed its fourth campaign for YCT which have increased sales even during periods of poor performance in the industry. Around 50,000 entries have been received creating significant media coverage and an extensive database of purchasers for focused direct-to-customer communications.

The customer database has increased from just 250 to over 6,500, with sales increased by over 10%.


Intereurope Communications GroupWindy Harbour Barn. Harbour Lane. Warton. Preston. Lancashire. PR4 1YB.

Conatct UsT. 01772 679 383F. 01772 631 440E. [email protected]

OnlineW. www.icgonline.co.ukW. www.icgpr.co.ukB. www.icgonline.blogspot.com

For more information or to arrange a meeting, please telephone Peter Cobley on 01772 679383

Graphic DesignPublic RelationsNew MediaAdvertising & Marketing

The ICG bumper book of client case studies.

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