Family Investments
Client : Family Investments
Sector : Finance
Product : Child Trust Funds
Date appointed : December 2006
Media responsibility: Insert and press media planning and buying, insert print.
The challenge:
The introduction of the Government led Child Trust Fund in 2005 completely changed the way parents invest in the future of their children.
Almost overnight the Family Investments audience had reduced from being all parents with young children to just parents of babies aged 0-1. Offline media was failing to reach this new audience cost effectively and we were brought in to change this. .
What we did:
Reviewed the effectiveness of existing media and agreed new key performance indicators. From there we had a platform from which we could renegotiate realistic rates that reflected the true value of each title to the client.
At the same time, we took over the management of the insert print and considerably reduced the print cpt with a more cost efficient format without diminishing responsive.
Then we sought more targeted media through our 3rd party distribution network and introduced a wider title selection to choose from to increase competition between media owners for the media spend.
The outcome:
We have outperformed all targets given to us by Family Investments, reducing cost per sale by almost half. At the same time increasing profitability of new business by 50%.
Testimonial:
“At the end of 2006, the future of our insert programme was in doubt. The cost per sale was prohibitively expensive and this was the last chance for us to prove, one way or another, whether inserts could be an effective medium to market Child Trust Funds.
The Insert House took our brief extremely seriously and worked hard to reduce the media and print cost of the programme. Parry and the team have successfully turned around the fortunes of our insert programme and have significantly reduced our insert acquisition costs. Because of their hard work, loose inserts remain an important part of our marketing mix.
Having one agency managing the print and the media has also worked well because it save us time and resource and ultimately makes the whole process seamless. We no longer have to worry about looming delivery dates or strange finishing requests because this is all managed for us.”
Kate Baker, Marketing Director, Family Investments.
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