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Case Studies
Payroll World

a short term campaign brand

Payroll World is a monthly industry magazine which has a large readership in the Human Resources (HR) market. As a brand extension it offers its readership a number of spin off services and other benefits. One of these is its Payroll Update conferences which take place twice a year.

Due to a number of internal staff factors, the marketing of the 2011 spring conference was behind schedule, and the database was also under pressure from a group of competitor organisations running alternative events in the same sector.  The database was also being targeted for a series of other new innovations being launched by Payroll World.

Payroll World asked the M box to help ensure the conference, now in its eleventh year, continued to grow and wasn’t lost in the sea of communications being addressed to their readership audience.

Working closely with the internal events team, the M box designed an eye catching  stand out brand soley for the conferences that distinguished it from other services, and implemented a regular promotional campaign highlighting different value added selling points each week via advertising and email to support an integrated telemarketing strategy.

From a starting point that was well down on the previous year, the final numbers exceeded that figure by 25% and gained a further two sponsors. This year will combine social media into the mix to compound that success for 2012 and beyond.

The Marketing Box helped us focus as a team on the USPs of our conference and pulled together a brand exclusively for it which meant it gained the attention and momentum we needed to get the commitment from delegates.  It turned into our most successful event to date and we’re hoping to build on that with the M box’s continued help and fresh ideas.

Michael Cluskey, Head of Marketing for Payroll World