Tom Strangwick, marketing executive at 3ManFactory, explains why the business should win the marketing and PR category of the Guardian Small Business Showcase competition.
As a fully integrated marketing agency, we identified our ability to communicate effectively with the youth demographic as a unique advantage within our sector.
In order to capitalise on this, we created a multi-faceted campaign, ‘What The Fleek’ (a popular turn of phrase amongst Generation Y and Z), which epitomised our ability to bridge the gap between generations. Whether within the education, fashion, technology, entertainment or consumer sector, we positioned ourselves as being the agency to work with to engage and excite young people. Focusing on the language disparity between generations, we were able to retain relevancy to youths while remaining accessible to our target audience.
The campaign consisted of a montage explainer video (compromised of references to youth and marketing culture) alongside in-depth research into the digital habits of the youth sector. This was distilled into a series of infographics and articles, and then distributed on multiple digital and print channels, gaining wide exposure to our current and prospective clients.
The mix of video, research, infographics and digital communications led to us gaining a number of new clients, predominately universities and academic organisations within the region. Our brand perception among our target clients has shifted accordingly – inquiries for campaigns targeting the youth sector have greatly increased.
This campaign has helped to shape our broader marketing activities while realigning and refining our company identity, making us a stronger, better and more effective team than ever before.
All entries which meet the competition criteria are published and our judging panel select a shortlist of the top three for each category. Winners are announced at an awards ceremony in summer 2016.
