Oi has developed and launched a new e-marketing campaign for leading independent financial services company, Cherry Godfrey.

YesMail is a regular email update that brings customers exclusive E-offers with great savings every month, news about Cherry Godfrey’s latest products, and lots more…

The naming and identity links in to Cherry Godfrey’s proposition….they like to say ‘Yes’ to customers applying for loans, insurance and mortgages.

As well as creating, managing, distributing and analysising each email shot using our OiMail system, we have also created a special YesMail sign up section on the new Cherry Godfrey website – 711666.com - which also allows people to tell their friends about the e-club.

Cherry Godfrey is the first pan-island company to offer islanders an online motor and household insurance service through its new website www.711666.com.

The brand new Quote&Pay online service at www.711666.com enables islanders to get a quote and buy a great value new motor or household insurance policy with a click…
Oi was responsible for the redesign and build of the Cherry Godfrey website including programming the bespoke online Quote & Pay functionality. The marketing campaign across Guernsey and Jersey included a teaser element using social media platforms, then direct mail, advertising online, followed by newspaper  and TV advertising, email marketing, point of sale, and PR.

Oi has designed a new investment publication for leading investment manager and stockbroker Collins Stewart Wealth Management targeted at their intermediary audience…

Prospects is a quarterly investment update that provides specific information tailored to intermediaries. Produced in a high quality printed format and also an online flick book, the first edition has been a huge hit with this important audience.

The publication compliments ‘News & Views’ – Collins Stewart Wealth Management’s private client quarterly investment update, which is also delivered via print and an online flick book.

Waitrose, the supermarket chain of the John Lewis Partnership, whose reputation has been built on the quality and freshness of their food, has appointed Oi to work as its Channel Island marketing agency…

“We are absolutely thrilled to be appointed to work with such a prestigious, quality brand. Everyone at Oi is looking forward to working with the team and using our local expertise to help Waitrose become the brand of choice for Channel Islanders,” said Heather Townsend, Account Director at Oi.

Waitrose recently acquired the Checkers stores at Red Houses and Rue des Pres in Jersey and Admiral Park in Guernsey, and the Safeway stores in each island. The stores will provide over 130,000 sq ft of selling space and open as Waitrose in a phased programme in early 2011.

The existing 480 employees in all five supermarkets will be offered roles within Waitrose and will have the opportunity to become Partners within the John Lewis Partnership. Waitrose is also creating additional jobs in each island and will invest in training and development for all employees.

“People in the Channel Islands have been telling us for years that they want a Waitrose. Our supply relationship with Sandpiper CI shows there’s strong demand for Waitrose quality food and I’m delighted that we will now be able to bring the full Waitrose offer to the Channel Islands,” said Mark Price, Waitrose Managing Director.

“The move is part of our strategy to make the Waitrose brand accessible to more people in more places and builds on our recent acquisitions from the Co-op and Woolworths, as well as our strategic partnerships with Welcome Break and Boots.”

In line with its commitment to local sourcing, Waitrose is planning to sell a wide range of food produced within the Channel Islands and will be working closely with local suppliers.

The quarterly ‘Praxis makes perfect’ e-newsletter is sent to its international client base on a quarterly basis and has been very successful…

In addition to the e-marketing Oi has worked with Praxis for a number of years and also provides design and advertising services. Recently we produced a simple, but effective advert for their pensions division, which ran in the Busines Brief magazine.

Everyone likes a treat. That’s why Crowne Plaza London St. James has just launched an exciting new marketing campaign entitled ‘It’s about me’ developed by Oi…

Offering customers one night’s accommodation from Friday to Sunday for just £69 per person the creative team developed a special ‘Treat me’ campaign identity to support the targeted direct mailer in the same shape as a do not disturb room door hanger, which was mailed across London.

Oi Direct has designed and produced the latest report and accounts for Tritax Polska No.1 Fund Limited, a large Polish property fund that invests in, and develops, undervalued office, industrial and retail buildings in Warsaw and key regional cities…

Tritax Polska has sourced, structured and delivered high performing property investments since 1995, delivering a professionally managed means of participating in both the UK and targeted overseas property markets.

In 2008 Oi Direct was appointed to design and produce the annual report and accounts for Tritax Polska No.1 Fund Limited, which allowed private equity clients to access opportunities across Poland, with the objective of delivering both an attractive income return and capital growth.

More specifically the Fund has targeted on well located multi-let properties which offer the potential to either exploit market inefficiencies or add value through active asset management, be it by comprehensive refurbishment projects, planning gain, or active lease management. Nice.

‘Open me!’…  is one crucial part of the message that a great piece of direct mail should say.  For our client ‘Quality, professionalism and experience’ is another element of the message.  For this individual service, ‘Just for you’ was the final part.

When we were approached by our client, MeesPierson, to design a direct mail piece for a brand new, highly-exclusive banking service, ideas came sailing in.  The high-net worth individuals invited to join the Channel Island Select Service, would first hear of this service through a clever piece of direct mail.  A bespoke envelope, flyer and invitation to join the service were the separate compartments…

Ethan came up with a fantastic concept, which communicated these ideas all at the same time, and went one step further.  Playing chiefly on MeesPierson’s lengthy history, from 1720, which goes hand in hand with experience, the concept was born: ‘Over 300 years of knowledge and experience.  Now dedicated just to you.’  Cartography plays big part in the imagery of the design, using a map of the Channel Islands dating back to the 18th Century for the envelope.  To contrast, a Digimap of exactly the same perspective of Guernsey and Jersey, 300 years later, was used for the invitation inside.

This idea emphasises MeesPierson’s heritage and commitment to high standards, which have stood the test of time.  It is a culmination of those many years of experience and we think Ethan hit the nail on the head with the creative outcome.

We’re particularly proud of our recent Sherlock Holmes integrated marketing campaign to launch a Stamp Mystery Pack from Guernsey Post. The elements involved direct mail, direct response print ads, an e-commerce website at www.sherlockstamps.com, pay-per-click advertising, and social media marketing via Facebook and blog seeding.

The brief was to speak directly to the stamp consumer and persuade them to buy the highly innovative Sherlock stamp story pack, so direct mail was an instinctive first approach to initially target their existing customers.

This isn’t junk mailing though. When done well, direct mailings are cost-effective and achieve good response rates, which means sales. Thousands of highly targeted mailings went out internationally. So the mailer design had to be just right.

Targeting customers in bulk is a fine art. You have to….

….avoid your mail being left around unopened, being thrown away, or being read and not acted upon. We first invited recipients to open and read the mailer by having Sherlock Holmes personally address them, “My Dearest… Mr John Smith” and lead them into the detective story with the cry “Your attention is urgently needed…”

Once inside the reader was rewarded with a the combination of beautifully written but obvious product copy and a visual style that matched the stamp pack illustrator’s unique Sherlock Holmes graphic novel style artwork.

The well-thought out incentives to purchase were two-fold: a promotion online driving people to win a holiday for two to Alderney, where the Sherlock Holmes story is set, as well as a pre-order bonus for previous customers, and free postage for both the order form and the stamp purchase.

The mailer, DL shaped as it’s known in the trade, included an added response section. This was the all important ‘response mechanism’ - a perforated tear-off order form, designed to be folded back in on itself to hide credit card details from prying eyes.

To give you another trade secret, we made sure that the web address was printed on the remainder of flyer left in the customer’s hands, so they knew where to make further orders, or have some fun poking around the www.sherlockstamps.com Whodunnit pages.

So in summary, why use DM? It’s a great way to talk directly one-to one to your customer and is a form of out-bound marketing that truly can be tracked. In this environment, every marketing pound needs to be proven to work, and as the great adman David Ogilvy once said with direct response “You know what works and what doesn’t work.”