Client:

Compass Group

Project:

Multi-Channel Integrated Marketing Campaign

Compass Group is the world’s leading provider of food and support services, employing 470,000 people in 50 countries with sales of $15 billion in 2011.

The challenge

Compass Group approached Merchant Marketing Group to devise and execute a multi-channel awareness and lead generation campaign, to raise the profile of its healthcare offering to NHS Trusts. Working closely with Compass Group’s internal CRM team we advised, planned, designed and executed an integrated campaign

The solution

Compass Group Steamplicity Popup DM

  • Direct marketing campaign (print and email) to targeted NHS staff
  • Campaign microsite
  • Video animation explaining the process in a steamplicity video
  • Stand build incorporating animated concepts from the Steamplicity video
  • Advertising campaign in trade press
  • Online advertising

The results

Compass Group Steamplicity Event Stand

  • 44% year-on-year increase in web traffic from initial email campaign
  • Out of a target list of 400 contacts, six high value opportunities have been identified with significant contract value
  • Campaign effort provided a strong basis to build and nurture relationships with NHS Trusts from lead generation through to tender opportunities
  • The video animation developed for the UK has been extremely well received and is now available for Compass Group’s global healthcare proposition

Our Success