Agency: Ten Alps Authors: Vince Meiklejohn and Keith W Crane

Reid Kerr Enterprises

INTRODUCTION

Reid Kerr Enterprises was launched in 2001, and after the first year of settling down, it decided to carry out a consistent and planned marketing communications campaign to develop their commercial training business. This paper describes the processes which were worked through for the development of the campaign and its consequent excellent results.

It demonstrates that the same principles apply to the development of a highly targeted primarily 'below the line / business to business advertising' campaign for a small commercial training company (owned and run by a local/regional further education college based in the West of Scotland) with limited budgets, compared with a national high profile big budget consumer advertising campaign. The below the line advertising activity generated increased enquiries, maintained and improved the conversion levels to firm business, and achieved the ambitious financial targets.