Returning a national treasure
to its grass roots.

Our research revealed that people travel for up to 30 minutes to reach a training venue, so for each hotspot we targeted an audience within 15 miles with a DM and supporting eDM campaign which was locally themed. Our creative was engaging and impactful of course, but it was also created as a flexible template which could work within low print costs and across multiple devices.

Over 20 different versions of the mailer were created, with each tailored to reflect the opportunity of each area. As a result, each mailer was unique to its own hotspot and therefore as relevant to the local customers as possible.

Feedback from the client was extremely positive, and this was reflected in the results.

Email open rates, traditionally a challenge, peaked at 10.55% (Leicester), whilst click rates hit a high point of 1.78% in Exeter. As a whole, open to click rates varied from 6.1% (Hemel Hempstead) to 17.14%, again in Exeter.

Overall the campaigns met their reach, engagement metric targets. Contributing to a 8% YOY increase in margin and increased levels of repeat purchase within the defined geographic areas targeted.

And the best bit was feedback from St John Ambulance that "Exposure to We Are Acuity's creative approach inspired and developed the vision and capability of the in house marketing team."

Together this led to We Are Acuity being hired for subsequent campaigns in other divisions.