Digital Marketing Archives - Sans Frontiere Marketing Communications

A Commercial Campaign to kick off the heating season

This Awareness Campaign for Ferroli ran Sept – Nov for Ferroli last year. We’ve chosen to feature it to demonstrate our HVAC knowledge and encourage those in the industry that are thinking about how to kick off the heating season to think about working with us for an effective campaign. Knowledge is everything and with over 30 years working for Heating and Ventilating customers we know we can help.

This campaign was to build customer awareness around the fact that Ferroli Commercial have a solution for every commercial application, “:Think you know Ferroli? Thing again”! To show this our concept included include images of all the boilers, boiler outputs and applications. We also differentiated the “Light commercial products” of the boiler range

Ferroli Commercial Range consist of 4 Categories: –

1. Wall Mounted Gas Boilers (60kw to 600kw Cascaded) – Force W Boiler
2. Floor Standing Condensing Oil and Gas Boilers (65kw to 1MW) – TP3 COND Boiler
3. Cast Iron Boilers (32kw to 650kw) – Atlas A, GN2N & GN4N
4. Pressurised Steel Boilers (92kw to 6MW) – RSW Boiler

The Marketing campaign included on the page advertising with Trade Press, Print & Online advertising, including E-shots to databases as well as Linkedin, Instagram and Facebook paid Ads as well as Organic posts. The Trade Press selected were all verified, with audited figures and substantial audience and databases included the market-leading building services magazines trusted by building services professionals for their technical, news and feature content. The official magazine of the Chartered Institution of Building Services Engineers The perfect marketing vehicles to reach the manufacturers, buyers, and specifiers at the centre of the HVAC industry, M & E Contractors and Building Service Design consultants.

Activity planned ran over Sept, October and November. We created a new look for Ferroli Commercial that we applied to a set of fresh assets for Ferroli’s Commercial boiler range, including:

Assets
• A4 Advert
• DPS Advert (Ad and advertorial)
• Front Cover – Key Visual (KV) Image
• Eshot headers for Product Range & Force
• Web banners for Ferroli.co.uk & Ferroli.com
• Social Media Assets

Ferroli Eshot
Using the copy and images from the creative concept we created Eshots to go to each publications database.
Set up and Design for one Commercial Range and one Force specific.
Featuring
1. A large product portfolio
2. A boiler for every job
3. Available in stock
4. Next Day Delivery

If you’re looking for a HVAC campaign or agency this year, please get in touch.

Installersmate: Loyalty Club Website – a fresh look with an enhanced user experience

After four successful years of helping to build brand loyalty amongst their valued customers, boiler manufacturer Ferroli asked Sans Frontiere to modernise and redevelop Installersmate.co.uk, the online loyalty club that we created for Ferroli in 2014.

Aimed at Gas Safe engineers and plumbers, Installersmate is a time and money saving resource for busy installers where they can register and manage their Ferroli product installations and access exclusive offers such as free warranty upgrades.

Sans Frontiere was commissioned to redesign and build the new loyalty club website to create a fresh look with an enhanced user experience. This included a range of improvements to the product registration process, the addition of an SMS annual service reminder function, advanced postcode matching, a feedback form and the facility to upload photos.

A major aspect of the redevelopment for 2019 was the introduction of Reward Points which can be redeemed for a wide range of items such as experience days out, electronics and Ferroli branded workwear.

Building brand loyalty is achieved by giving the customer what they want and for busy installers this meant that a key offering of the new website was the creation of a web-based app for use on all mobile devices.

As a full service agency, Sans Frontiere promoted the rebrand of the loyalty club with PR, an eshot, social media and trade press advertising.

Sans Frontiere continues to update, manage and host the website: http://www.installersmate.co.uk

Business Owners & Marketing Managers – we deliver well crafted, well managed digital marketing solutions for your business.

Business Owners & Marketing Managers looking for well crafted, well managed digital marketing solutions are working with us to develop the perfect digital strategy for their businesses. Our website builder packages have proved hugely popular and are designed with all types of businesses in mind. They come with full backend CMS so you are in control from the start. We design paid social campaigns that match your goals, manage your social media assets and create SEO content for your website and social. We have worked with hundreds of businesses of all kinds from opticians to yacht clubs, race courses to global heating and ventilating manufacturers!

From the start we could see that, for almost any company of any size, whilst a strategy is an end-to-end plan, the elements that comprise it can be viewed as modular. Indeed, many companies are not looking for the end-to-end strategy – as they already have some things in place. They are looking for guidance and particular modules of digital activity. To this end, we spent some time developing these digital strategy modules and creating simple, clear pricing structures around them. We have created a set of digital packages that can be adopted stand-alone or integrated into a wider strategy – so that businesses can build solutions that perfectly suits their needs.

Our approach:

In short, we want businesses that work with us, to have the freedom to bring their own contributions into a strategy, whatever they may be, to be able to pick and choose from a transparently priced set of digital packages and to have the option to connect with a wider range of bespoke marketing services as they require.

It sounds like an ambitious goal, but we realised we had the infrastructure in place to offer this. We just had to organise it.

Our offering:

We now offer these packages with clear, fixed, transparent prices.

Website builder:
A complete website package designed to give a small to medium business everything it needs for a professional website presence, with the analytics, backup, security and support that is integral to being online.

Paid social media advertising:
We work with you to design campaigns that match your goals. We provide easy to understand reports when a campaign finishes.
Custom landing pages optional for each campaign.

Organic social media management:
Your social media asset managed for you (example: Facebook page)
Providing:
Regular content posting to drive your engagement
Office hours responses to your customers

SEO:
We will carry out a full SEO audit of your website and provide a report
We will edit your key pages for SEO optimisation
We can create new SEO content for your website and social platforms

To compliment this suite, we developed a range of agency service add-ons in the same fashion. These give optional access to a wider range of Sans Frontiere agency services, from copy-writing to photography, PR, branding and more.The point of this add-on approach is that, for any business working with us, using a set of pre-costed and pre-defined digital packages does not preclude gaining access to a wide range of marketing services and connecting it all together.

Wilo Code Breaker

Since we created our first online interactive game for pump manufacturer Wilo UK in 2013, it’s become a regular feature of our marketing strategy for the company. For 2015 we created Wilo Code Breaker, supported by a suite of printed marketing collateral and a low-cost PPC campaign.

The format of ‘every pump purchased is a chance to play & win’ has become well known amongst Wilo’s regular customers and awareness of the games has continued to spread by word of mouth to attract new customers.

Wilo Code Breaker works on the simple yet enticing premise of ‘crack the code and open the safe to reveal your prize’. We developed the creative concept and built an animated website featuring a safe which, upon entering the unique data from their pump purchase, would open to show which prize had been won – a range of cash prizes or useful Wilo merchandise.

The creative concept was developed into a comprehensive suite of printed marketing collateral for the merchants trade counters to include an A5 leaflet, twist & lock counter top leaflet dispenser, A2 poster, window sticker and advert, plus a voucher wallet and envelopes for prize fulfilment, all strictly in line with Wilo’s brand guidelines.

To launch the game we designed and built an HTML eshot and ran a low-cost PPC campaign to ensure that players could find the game online via Google. We then managed the game in-house to monitor entries, dispatch prizes and communicate with players on Wilo’s behalf.

Wilo Code Breaker is a perfect example of how we combine the skills and expertise of our creative designers, back-end and front-end digital developers, digital animation specialist and account management team to produce an eye-catching and effective online marketing campaign.

Installersmate: Loyalty Club Website

Offering customers an online loyalty club has become de rigueur for boiler manufacturers so when Ferroli asked Sans Frontiere to enhance their brand and reputation within this highly competitive market, we came up with the concept of Installersmate. But Installersmate is much more than just a website; as well as a range of benefits for plumbing & heating engineers who install Ferroli boilers, the key offering of this new website required Sans Frontiere to utilise the web services of a third party organisation by using their API.

This complex back-end development work allows installers to make their boiler installation notifications with Gas Safe Register – something they are required to do by law – via Installersmate with Ferroli paying the £2.20 fee for them. The success of this project involved precise adherence to Gas Safe Register’s requirements, which we achieved thanks to our digital expert knowledge and dedicated account management.

Building brand loyalty is achieved by giving the customer what they want; Sans Frontiere’s experience of marketing within the energy sector meant that we knew what Ferroli’s customers would be looking for, and it didn’t need to be over-complicated.

As well as free Gas Safe notifications, Installersmate provides installers with a secure place to keep a record of all their Ferroli boiler installations, a quick and simple way of registering their customers’ valuable warranties and regular competitions, plus a points-per-purchase rewards scheme planned for 2015.

Installersmate also comes with a great business-building tool – an email reminder service that tells both the customer and the installer that the boiler’s annual service is due. By programming the system to trigger an email to both parties six weeks before the anniversary of the installation, Installersmate helps to build loyalty between the installer and customer and protects the reputation of the brand by encouraging best practice.

The creative design of the website reflects Ferroli’s branding, which is both striking and familiar to installers, and has a friendly ‘face’ that was meticulously selected to appeal to our target market.

After launching the loyalty club with PR, an eshot and trade press advertising, the target market of Gas Safe registered engineers began to sign up at a rate of knots and the Ferroli brand continues to reap the benefits.

Over 7 million views achieved on social media for Essilor, the world leader in prescription lenses

Sans Frontiere Marketing helps 100s of UK opticians reach new local customers through a partnership with worldwide lens manufacturer, Essilor

The Objective
Sans Frontiere Marketing was commissioned by Essilor (the world’s leading provider of prescription lenses) to run digital campaigns for independent opticians all over the UK who are members of the Essilor loyalty programme scheme.

The Campaigns
Sans Frontiere worked on 89 campaigns for 70 independent opticians. These campaigns typically ran for a duration of one to 8 months within a location of 3, 5 or 8km radius of each practice. The campaigns looked to raise the awareness of each practice within the local area and promote Essilor products to the correct target demographic.

Targeting
The generic parameters of the campaigns were to target potential local customers within the age demographic and location of the ideal customer who has a known interest in glasses, optics or eyewear. However, each campaign was bespoke to the individual optician, with some targeting audiences with specific interests including bi-focal lenses, family eye care or difficulty with vision in certain environments such as playing sport or driving.

Channels
The campaigns predominantly featured on Facebook as many of the target audience were active on this channel and a number of opticians already had established Facebook pages. Where relevant, Instagram was also explored and used as channel for the adverts, including Instagram Stories & Facebook Stories; this proved to be a popular channel for the younger demographic, particularly those interested in the digital lenses (Eyezen).

The Results
The campaign generated over 7,000,000 views on the content whilst reaching an audience 1,500,000 highly targeted people. The campaign operated on an 11% CTR (click through rate), significantly higher than the benchmark for this industry of 1.01% (Wordstream 2019 https://www.wordstream.com/blog/ws/2017/02/28/facebook-advertising-benchmarks). The campaigns also produced plenty of engagements and people who were interested in booking appointments with the opticians. These leads were recorded individually with each practice’s bespoke campaign.

If you would like any further information regarding our work in the optics industry or support with your marketing, please contact audrey@sansfrontiere.com or call on 01273 487800.

New website for David Inman Opticians with our Website Builder

David Inman Opticians needed something really modern looking and slick.

They needed a new website to build to support their brand building, to integrate into their digital strategy and help to attract new customers.

We were happy to oblige. This Optician took advantage of our Website Builder package so they knew their fixed costs upfront and knew exactly what to expect as part of the package – everything !

Website builder package for Richard Owens

Richard Owens Opticians needed a brand new website as part of their digital strategy. Something that could be effective as a source of information for their customers but also form part of their Social media campaigns.

We were happy to deliver using our website builder package. It’s a fact of life that for your business to succeed you need a well-designed website that is easy for your customers to use and works properly on both desktop and mobile. We think this essential marketing tool should be affordable for everyone. Our Website Business Builder package offers you the chance to have a fresh new website at a price you can afford. Our package includes the key elements shown below that you need to support your business online. The price is fixed and transparent and you’re in control.

BESPOKE DESIGN
Choose from four bespoke designs. These designs are original, attractive and modern and provide visitors with the easy user journey they need to become – and remain – your customer.

A DEDICATED ACCOUNT MANAGER
Personal contact whenever you need it with a dedicated account manager who knows you, your business and your website. You’ll never be left waiting days for someone to respond to your request.

MANAGED DEDICATED SERVER HOSTING
We offer very high standard managed hosting using dedicated cloud servers. This means we have complete control of the server and your site won’t be sharing resources with hundreds of others.

DOMAIN & EMAIL
If you already have a website you can keep your domain but if not we can purchase a domain of your choice
on your behalf; we will manage your domain and can provide a mailbox.

PRODUCTS BUILT-IN
Included in your website, product pages will be showcasing all the great products that help to support your business and provide your customers with useful insight.

CMS BUILT-IN
An easy to use CMS (Content Management System) allows you to update images and text yourself, but don’t worry if you’re not confident about making changes, your dedicated account manager can do that for you.

WEBSITE FIREWALL BUILT-IN
An application firewall will ensure your website is secure and not at risk of being compromised by destructive forces. Standard security measures include failed username & password lockout, enforced strong password policy and the use of proper security keys.

SEARCH ENGINE OPTIMISATION
The largest source of traffic to your website is organic search so it’s vital that your site contains the right key words – great design isn’t much good if your customers can’t find you online. Your website will be built with these key words included so you’ll be off to a flying start.

ANALYTICS, REPORTS & INSIGHT
You will receive a quarterly report showing how many people are visiting your website, how long they stay and which pages are the most popular. This insight will tell you what’s working best for you and how you can build on your successes.

GOOGLE MAP & CONTACT FORM
Your customers will be able to find you easily with a Google map displaying your precise location and send you a message via a GDPR compliant contact form.

APPOINTMENTS ENQUIRY FORM
An enquiry form linked to a calendar view allows your customers to make an enquiry about appointment availability. Or if you have your own appointment booking system in place we can integrate this into your new website.

Website revamp for Pabari Opticians with the Website Builder package

Pabari needed a brand new website as part of their digital strategy. Something that could be effective as a source of information for their customers but also form part of their Social media campaigns.

We were happy to deliver using our Website Builder package.

Our Website Business Builder package offers you the chance to have a fresh new website at a price you can afford. Our package includes the key elements shown below that you need to support your business online. The price is fixed and transparent and you’re in control.

A DEDICATED ACCOUNT MANAGER – Personal contact whenever you need it with a dedicated account manager who knows you, your business and your website. You’ll never be left waiting days for someone to respond to your request.

BESPOKE DESIGN – Choose from four bespoke designs. These designs are original, attractive and modern and provide visitors with the easy user journey they need to become – and remain – your customer.

APPOINTMENTS ENQUIRY FORM – An enquiry form linked to a calendar view allows your customers to make an enquiry about appointment availability. Or if you have your own appointment booking system in place we can integrate this into your new website.

MANAGED DEDICATED SERVER HOSTING – We offer very high standard managed hosting using dedicated cloud servers. This means we have complete control of the server and your site won’t be sharing resources with hundreds of others.

DOMAIN & EMAIL – If you already have a website you can keep your domain but if not we can purchase a domain of your choice on your behalf; we will manage your domain and can provide a mailbox.

PRODUCTS BUILT-IN – Included in your website, product pages will be showcasing all the great products that help to support your business and provide your customers with useful insight.

CMS BUILT-IN- An easy to use CMS (Content Management System) allows you to update images and text yourself, but don’t worry if you’re not confident about making changes, your dedicated account manager can do that for you.

WEBSITE FIREWALL BUILT-IN – An application firewall will ensure your website is secure and not at risk of being compromised by destructive forces. Standard security measures include failed username & password lockout, enforced strong password policy and the use of proper security keys.

SEARCH ENGINE OPTIMISATION – The largest source of traffic to your website is organic search so it’s vital that your site contains the right key words – great design isn’t much good if your customers can’t find you online. Your website will be built with these key words included so you’ll be off to a flying start.

ANALYTICS, REPORTS & INSIGHT – You will receive a quarterly report showing how many people are visiting your website, how long they stay and which pages are the most popular. This insight will tell you what’s working best for you and how you can build on your successes.

GOOGLE MAP & CONTACT FORM – Your customers will be able to find you easily with a Google map displaying your precise location and send you a message via a GDPR compliant contact form.

A good weekend! We had visitor numbers of 15,391 and given our target was 16,000, we are pretty pleased with that.

Overview

SPRING WAS IN THE AIR FOR THE BANK HOLIDAY WEEKEND

Over the bank holiday weekend over 15,000 visitors flocked to the South of England Showground for the South of England Agricultural Societies annual Spring Live! event.

This two day show took place on Sunday 5th and Monday 6th May and celebrated the best of springtime living and offered a host of activities for every generation to enjoy.

Sans Frontiere Marketing planned and executed the Show branding and graphic design as well as all media.

We produced videos at the Show to entice both visitors and Trade stands to come back next year!

The Google Ads and Facebook campaigns delivered great results for a small investment.

Google Ads Search Campaign Report

Clicks: 3,300

ROAS: 2.27 (OVER 227% Return On Advertising Spend)

Google Ads Display Campaign Report

Impressions: 737,000

Facebook Ads Report

Impressions: 197,500

Clicks: 3,407

ROAS: 2.24 (OVER 200% Return On Advertising Spend)

There were many insights gained from these campaigns that will assist us in future campaign development.

If you would like to engage with our advanced digital marketing capabilities please contact us on 01273 487 800 or email joe@sansfrontiere.co.uk

Over 33% of all the transactions generated by Easter digital campaign for Plumpton

Plumpton Racecourse Digital Marketing Campaign

Plumpton Racecourse, one of the leading racing destinations in Sussex, started horse racing in 1884 and continues to be a trendsetter in race days and high profile corporate events.

With only 17 race days a year, Plumpton has a short lead-time in which to plan and execute an incredible amount of activity. It’s an exciting business, with specific race days that are tailored for audiences and premier days out for many who travel long distances for Ladies Day, Family Day and other race days that Plumpton has achieved a reputation for throughout the UK.

Considering tight lead times where so much attention is on just a few crucial days of the year, Sans Frontiere delivered a bespoke digital advertising package that supplemented Plumpton’s presence online and in print to improve the following marketing opportunities:

Improve awareness of specific race days for people in Sussex searching for “days out”.
Increase engagement and traction from Plumpton’s existing Social Media assets.
Deliver more bookings for those who are existing racing enthusiasts and encourage them to come along to specific race days.
Increase conversions for those who were searching for Plumpton Racecourse but had yet to commit to a specific race day.
Encourage Social Media users to interact with Facebook event pages

We set up campaigns targeting three audiences; people within a certain geographic region who were interested in horse racing events, individuals looking for “days out” over short timescales around the specific race days and individuals looking directly for Plumpton Races that required a more direct channel to booking. We also created and managed thought provoking and interactive creative on Facebook and Digital Display advertising across a range of networks, which created higher than usual levels of engagement.

The results achieved not only gave insight into future development for Plumpton of Organic Search Engine Optimisation (SEO), Paid Search and Facebook creative, but also contributed to over 33% of all the transactions.

Brand development and website for the Royal Alex Children’s Hospital & Trevor Mann Baby Unit

Sans Frontiere was proud to work with the Royal Alex Children’s Hospital in Brighton to develop their brand and improve their website. Sans Frontiere drew on the animal theme of the hospital’s architecture to develop a distinctive and friendly new website to promote this superbly equipped children’s hospital and to develop communication links between the hospital, prospective patients and GPs.

Elements of the new website:

Child-friendly
Ease of use
Accessibility
Multi-functional
Informative
Visually friendly and appealing

The new brand identity was utilised on the website as well as patient literature that helps prepare parents and children for their visit.

Sans Frontiere continue to update, manage and host the website: http://www.theroyalalex.co.uk

“This is a stunning achievement. It looks great! Thank you so much for all your work. I would highly recommend Sans Frontiere’s services to anybody who is looking for the same high standards of work,” commented Chief of Women & Children’s Division, Brighton and Sussex University Hospitals (BSUH) NHS Trust.

Following the positive feedback from the Royal Alex Children’s Hospital, Sans Frontiere were commissioned by BSUH to develop and design a second website, this time for the Trevor Mann Baby Unit, also in Brighton: http://www.trevormannbabyunit.co.uk

Sans Frontiere designs and builds websites that are original, practical, innovative, eye- catching, easy to navigate, responsive and, importantly, intelligently adjust their layout and features based on the device that they are being viewed.

If you have been working on developing a new product or service and are looking for a creative partner to work with to bring it to market, we would love to hear from you!

Sans Frontiere help visitor numbers reach over 65,000 at the South of England Show!

Saturday gave us the perfect weather and resulted in just over 30,000 visitors! In fact just over 65,000 over the three days!

Thanks for all you help and support in putting together a compelling creative and media campaign, which I’m sure helped our numbers this year.

The media coverage was exceptional this year, which kept us all extremely busy at the show, and we got some excellent national and regional TV, print media and radio coverage.

No doubt, we will undertake a fuller review of what went well and what could be better so we can build on the success of this year. But for now, it is good to celebrate in a successful show!

Iain Nicol

CEO

South of England Agricultural Society

Get under starters orders for the big bank holiday weekend at Brighton Racecourse Gentlemen’s Day

Best Dressed Gent competition, fantastic prizes, goal scoring practice with Brighton & Hove Albion, entertainment from Dixieland jazz trio The 12^th Street Swingers, Champagne and cocktails – it’s all happening at Gentlemen’s Day at Brighton Racecourse on Friday 27^th May and Sans Frontiere were on hand to deliver the full campaign of creative, PR, radio and more!

INNOVATORS IN DISRUPTIVE TECHNOLOGY

Sans Frontiere Marketing helps 100s of UK opticians reach new local customers through a partnership with worldwide lens manufacturer, Essilor

INNOVATORS IN TECHNOLOGY