Company of the year
The British Printing Industry Federation (BPIF) Award for Marketing is the ultimate industry achievement; the print industry’s equivalent of a BAFTA. The award has consistently been presented to large organisations, typically based in London with large marketing budgets. Minuteman Press dreamt of breaking the mould, by showing the results of a carefully considered ongoing marketing campaign with limited resources.
Scenario
Minuteman Press knew that the marketing they delivered was different to that of their competitors. Projects were being won without regard for international borders, customer enquiries were growing rapidly, quotation conversion levels were high, website reach was fast growing, customer retention and feedback remarkable.
Prospective customers were well informed regarding products and services supplied, having become aware of Minuteman through marketing communications and subsequently researched the company online (in addition to customer referral and word of mouth).
The approach to marketing had always been scientific, Minuteman Press communicating their ability to design, typeset, print offset, print digital and create websites in-house; unusual to see such a mix.
Marketing tools employed being diverse from guerrilla marketing to Google, networking to newspapers, banners to the BBC. New initiatives implemented daily and latest theory integrated.
Approach
Minuteman Press prepared a detailed written presentation with extensive supporting appendices describing the direct and indirect marketing that they had implemented. Tactical marketing methods were noted together with results and return on marketing investment.
Critically for any marketing resources spend Minuteman Press complete a marketing audit of all prospective clients, the results of which are regularly monitored and influence future strategy.
The presentation was submitted to the BPIF judging panel.
Result
When the BPIF marketing award shortlist was announced, feedback in Print Week magazine was that ‘The judges have been very impressed with the variety of entries with those competing for the Marketing award receiving particular mention’ further, the marketing category ‘demonstrating innovation and creative flair’.
The two other shortlisted companies were massive in turnover compared with Minuteman Press and at best a ‘highly commended’ was hoped for; in the event there were no commendations for the award, just one outright winner – Minuteman Press!
The judges comments were: ‘This campaign has evaluated the end-to-end process and sought to add value, not only to the business, but also the customer’. They added: ‘Minuteman Press used a mixture of creative and structured marketing campaigns and strategies’.
The Right Honourable The Lord Mayor of Bristol visited the offices of Minuteman Press to present the award commenting ‘I have announced the news of this award at the last full sitting at the council house; this is a wonderful achievement for Bristol’.
