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2014 Cateys: Best Marketing Campaign

14 July 2014
2014 Cateys: Best Marketing Campaign

Best Marketing Campaign

Sponsored by The Idea Works!

2014 Winner: University of Leeds

With a limited budget and some creative thinking, the University of Leeds has dramatically grown its delivered food business. Deli(very) was relaunched in November 2013 with specific business objectives, all of which were backed up by research and, in the final analysis, exceeded all targets.

In order to engage current customers, more than 20 workshop sessions were held, which ensured regulars were kept informed of what was happening and helped spread positive word of mouth. They were also invited to VIP lunches, to ensure they were behind deli(very) from the start. Meanwhile, face-to-face sampling sessions were organised to recapture old customers and highlight the new offer, and a campus-wide advertising campaign, integrated with the University's Keep It On Campus campaign, was launched to increase awareness of the deli(very) brand.

Along with the face-to-face presentations, roadshows, and attendance at the University Suppliers Exhibition, the new concept was promoted at New Staff Starters Fairs, which proved one of the most successful ways to promote the key ways in which the business has changed. A loyalty programme was also implemented, with customers ordering within a month of launch being put into a prize draw to win a box of cakes.

With a new online ordering system, featuring a simple customer interface and detailed product descriptions and photography, and free delivery on online orders, usage increased 20% post-launch. Supporting the new ordering system, promotional emails were sent inviting potential customers to try before they buy. They achieved a stunning open rate of 68%.

Through radical changes to the food products, process systems, team culture, branding and messaging, a dramatic leap in customer satisfaction scores was achieved, along with a significantly improved bottom line. Year-on-year delivery numbers have increased from 700 to 829, while spend per delivery is up £14.55 at £132.44. Also, the business's first external booking has been taken, adding £2,600 of income.

The judges agreed that the budget may have been minimal, but the campaign maximised its exposure with good use of research to produce clear material and uniform branding, combined with an impressive ordering system - producing demonstrable results.

What the judges said

"Leeds University showed a well-executed plan of activity and brand guidelines, with minimal budgets, excellent planning, and good use of research. Also, they had a tough audience of students and teachers to gain extra spend per head from - that's excluding the outside customers, of course. It was a refreshing campaign."

Paul Adams

"Perfection is often the biggest roadblock to creating a campaign. The Leeds University team allowed its creativity to take the lead, and allowed the marketing campaign to fly on its own merits with a well-written strategic plan. It was a great example of a well-planned campaign with calls to action and result-driven on a very tight budget."

Debrah Dhugga

Shortlisted

Crowne Plaza, Reading

Harbour & Jones

University of Leeds

The judges

Paul Adams
Proprietor, Vincent Hotel

Sara Carter
Marketing director, Caffè Nero

Debrah Dhugga
Managing director, Dukes London

Amanda Dobinson Commercial director, Gordon Ramsay Group

Ann Elliott CEO, Elliott Marketing & PR

Arnold Fewell Managing director, AVF Marketing

Paul Goodale Managing director, Epicurean Holdings

Paul Hurren Managing director, Lusso

Samantha Ratcliffe Director of sales and marketing, The Chester Grosvenor

Paul West Managing director, Ignite Hospitality Consultants

Stephen Wilkinson National key accounts executive, AA Hotel Services

Patrick Willis Chief operating officer, MARC

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