Creative Brief

Chamber of Commerce Directory of Members

Project objective/KPIs:

Submission/approval date: 1pm on Monday 26th January

Project due date: 5pm on Tuesday 27th January

fixed date □ flexibleProject budget: £900.00 incl. VAT for one ad and an entryOrder number: 834990

Project stakeholder: Brief given by project manager

Samuel ChatelainTaken by designer

Richard WhitefordApproved by Director

Julian Przygrodzki

Primary objectives① Promote products ⃝ Promote service ② Customer service ③ Edge on the competition ⃝ Showcase

Secondary objectives❶ Branding/Awareness ❷ Generate leads ⃝ Download information ⃝ Advertisement ⃝⃝ Informational ⃝ Promote the brand proposition

KPI: Number of inquiries, leads and sales made per marketing source CoC-DoMThe chambers of commerce receive over 250,000 business enquiries every year

Media strategy in briefProject specs• Specification:

1. Full left page in colour - 254 x 178 mm1. SECTOR FOCUS: TELECOMMUNICATIONS2. From Page 39

2. Bold Type Entry in the Directory• Company name• Company Address• Telephone number• Fax number• Website address• Email address

• Quantity/Distribution– Over 15,000 print copies are sent direct to members

nationwide– Over 50,000 digital copies which will also include

hyperlinks to your website and any given email addresses

• Timing: Directory listing and display advert for one year

Tone of voice & design element• XLN design elements

– Tone of voice/personality of XLN creative – Advertising and branding guideline– PMS/Pantone Colour Guideline

• Preferable colours, layout– Selection of images:

• Appropriate images that reflect or complement objectives, target audience and tone

– e.g. map of England• High quality and high resolution –

minimum:– 70dpi for digital banners– 150dpi for outdoor banners– 300dpi for print

– Visual spectrum: • Deliverable: Offline Online

Advert □ Insert □ Brochure□ Banners □ Posters □ Leaflets□ Signage □ Event materials (invitations, name cards, etc)

Other: directory listing

Formal Bold

Subtle Casual

Audience and competitionAudience• Primary and secondary Target audience / segment

– Start up, targeting SME members of chamber of commerce– LOCAL CIRCULATIONThe Chambers’ own information service. The Directory is used as a primary information source to answer thousands of enquiries received annually.

• All Members of the Chambers of Commerce within the region.

• Local Authorities.• Business Links, Skills Funding Agencies and Regional

Development Associations.• All Directory Advertisers.

– NATIONAL CIRCULATION• Chambers of Commerce members in UK• Exhibition Centres UK• Major Commercial & Industrial Companies.• Foreign Chambers of Commerce in UK

– INTERNATIONAL CIRCULATIONThe directory is sent to over 137 countries world wide and its transcript comes in 4 languages, English, Spanish, French and German

• Chamber of Commerce Head Offices.• UK Embassies• UK Trade and Investments.• Overseas diplomatic list.• Exhibitions Centres world-wide.• Trade delegations, both UK and overseas.

• Audience's interest and typical behaviour – They pay for their chamber of commerce membership and

they need to account for the money invested

Competitive landscapeDirect Indirect Incipient

Telecom

Telecom (7980)• Advance

Telephone Systems

• BT London• Edison Telecom• Inmarsat Global

Ltd

Television Facilities and Services (8012)Installation Engineers (4440)Radio Communications & Equipment (6543)Telecom Consultant (7982)

Service Engineers (?) Outsourced Wireless Networks (5712AA)Technical Consultancy (7976A)

CPS

Finance, Commercial (3220)

Online Payments Services (5685A)

Finance Brokers (3215)

Energy Gas Supply (3815)

Utility suppliers (8616): THAMES WATER

Energy Efficiency and Management (2683)Energy Renewable (2685A)Water supply Engineers, Gas (2759)Gas, Oil & Petrochemical engineers (3813) Solar Systems (7481)

Heating Elements (4200)Utility Tariff Analysis: United Utilities LtdService Engineers: (7131): Emcor Facilities Services Ltd

Communication strategy in briefKey Messages• Single-minded key message in one sentence

We’re proud that over 250,000 small business customers have chosen to join us over the years and make XLN savings on their essential savings from Phone and Broadband, to Energy and Card Payment services – The savings really add up!

• Rational: No pricing because it is for one year• USP and benefits:

Mandatory Info and CTA • Logo• Caveats, disclaimers• Call to action/Response

– Tracking a Gamma DDI: • Number: 0800 652 1779• Office: 48• Marketing Source: CoC-DoM

– Other contact information• Contact Company name:

– XLN for small business• Company Address:

– First Floor – Millbank Tower, – 21-24 Millbank– London SW1P 4QP

• URL: – www.xln.co.uk

See xln.co.uk for more contentUnique Selling Propositions Key benefits to highlight

XLN 5 reasons to choose XLNWe’re XLN we support small businesses just like yours

Phone We operate on one of the largest Phone networks in the UK

Broadband We offer Broadband packages built for business, so we’re super speedy.

Mobile We offer free calls to XLN mobile and landline, helping businesses save money

Card Processing We have one of the fastest electronic sign ups in the UK

Energy We can help you save up to 40% on your Gas or Electricity

Content for the advert

Preferred visuals (xln.co.uk) Approved content“WE’RE PROUD THAT OVER 250,000 SMALL BUSINESSES HAVE CHOSEN TO JOIN US OVER THE YEARS TO MAKE XLN SAVINGS ON THEIR ESSENTIAL SERVICES.” From Lands End to John o’Groats, we pride ourselves on keeping Britain up and running. Delivering Great British Service to every different type of business across every corner of the UK. Helping keep costs down on Phone, Mobile, Broadband, Card Payments and Energy – the savings really stack up! Whatever your business, we’ll tailor services to suit your exact needs. Call today to see how much you could save!

• Phone• Broadband • Mobile • Card Processing • Energy

www.xln.co.uk 0800 652 1779

Design example of an advert from the publisher• 3 key services• 1 strap line• CTAs

XLN approved designsLeft-hand page design Right-hand page design

Approved entries per category

Categories Bold Type Entries

Telecommunications (7980)XLN TELECOMFirst Floor, Millbank Tower, 21-24 Millbank, London SW1P 4QP Tel 0800 652 1779 Internet www.xln.co.ukSee display advertisement in Prestige Showcase

Finance, Commercial (3220)XLN CARD PROCESSINGFirst Floor, Millbank Tower, 21-24 Millbank, London SW1P 4QP Tel 0800 652 1779 Internet www.xln.co.ukSee display advertisement in Prestige Showcase

Utility suppliers (8616) XLN ENERGYFirst Floor, Millbank Tower, 21-24 Millbank, London SW1P 4QP Tel 0800 652 1779 Internet www.xln.co.ukSee display advertisement in Prestige ShowcaseGas Supply (3815)

Digital Link to last years directory http://content.yudu.com/Library/A36983/LondonChamberDirecto/resources/index.htm?referrerUrl=http%3A%2F%2Ffree.yudu.com%2Fitem%2Fdetails%2F2412441%2FLondon-Chamber-Directory-2014-15