Marketing a Radio Station

Marketing a Radio Station

After beating many other advertising companies to become the agency of record for Spire FM, we supplied them with a range of design work and marketing support, from motion graphics to banners and promotional goods.

Client
Spire FM
Services
Graphic Design, Bus Ads, Motion Graphics

We worked with Spire FM for a number of years on a variety of projects. These briefs covered improving the brand identity, creation of exhibition banners, video trailers and promotional products for sales days, as well as attending those days to deliver presentations on marketing and media use.

We also designed outdoor ads for Spire FM’s own clients, which are various businesses in and around Salisbury, that are placed on the rear of the Salisbury Reds Park & Ride buses.

Spire FM had no in house design capacity so were were tasked with creating any marketing tools that the radio station needed to support various campaigns.

The various design approaches we used were handed over, after a number of years, to an in house designer and used as templates for ongoing promotions. The Options sales campaign proved particularly successful and we were asked to support it with design and public speaking on multiple occasions.

The South Wiltshire Business of the Year Awards design approach was completely revamped with new branding and a website. In addition, we were appointed judges of the Marketing Excellence category.

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Outdoor Ad Campaign

Outdoor Ad Campaign

We worked with the then recently formed Chippenham BID over a six month period on an outdoor advertising campaign along with some video marketing in order to help them promote the town and various initiatives that they and others carried out.

Client
Chippenham BID
Services
Outdoor Ad Campaign, Video
Video
Click to watch

Our initial brief was design and develop an outdoor advertising campaign to promote the installation of a town centre free wi-fi system – the campaign needed to be visible to visitors to the town centre but also required a Google Adwords component targeted at residents in a tight geographic radius of the town centre.

After drafting the ideas for the outdoor advertising campaign, we created the artwork to support it, bought appropriate Google Adwords and Google Display Ads to hit the target audiences and secured a partner to help deliver some of the more creative outdoors ads we’d devised.

This proved so successful that we were then briefed to help promote the town’s Christmas Lights Festival through the production of a Christmas video.

The Christmas videos proved to be a special challenge as we filmed in the Autumn when most businesses hadn’t dressed their premises for the Christmas season. We had to carefully plan the shot list (mood, decoration, etc.) of the interiors with each business owner. The winter atmosphere for the external shots was achieved in post-production.

The wi-fi promotion campaign led by the outdoor ads was an immediate success and Chippenham BID achieved their download goals for the connected App in a very short time.

The first of two Christmas trailers went live very shortly after it was delivered to the client, generating an amazing 20,000 views on Vimeo in a matter of days. Local media picked up on this and and also on the second one’s success, comparing the campaign favourably to commercials produced by John Lewis and Sainsbury’s.

Testimonials

Absolutely delighted. That is fantastic – we are really impressed with those figures… it has definitely raised awareness… we’re really happy with the campaign.

Amy Cameron
Chippenham BID

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B2B Marketing Campaign

B2B Marketing Campaign

Inspire by Wessex Chambers is tasked by national and local government to support economic growth across Swindon and Wiltshire. One partner they worked with was the Swindon and Wiltshire Growth Hub, which connects knowledge, funders, business support and the industry together.

Client
Inspire by Wessex
Services
Marketing Campaign, TV & Digital Ads
Video
Click to watch

The goal of the marketing campaign was to generate sign ups for a series of business seminars offering free advice on obtaining finance for small businesses and marketing your business. One of the key KPIs for the campaign was to drive the audience to sign up to one of a series of strategy days. So, it was critical that there was a sign up mechanism designed into the creative assets.

We devised a multi channel approach with video marketing at its heart alongside Google Display Ads, Google AdWords, a direct mail shot delivered to the same households that our TV Ad was being targeted at and a SKY TV AdSmart schedule showcasing two 30-second spots. All the creative elements drove recipients to two specific landing pages containing sign-up forms for the free business seminar days. In addition, we worked with two other agencies who implemented the Google Ad buy for the digital ads we’d created and who coded the landing pages into the Swindon & Wiltshire Growth Hub’s main site.

This primarily video marketing campaign delivered a 140% increase in site sessions and a 563% increase in page views. The Google Display portion delivered 90,000 impressions from a very tight audience profile. Sky AdSmart added another 60,000 impressions with an average 3.6 frequency across specific Wiltshire households. Two courses were fully booked during the campaign period.

Testimonials

The team at An.X are always very responsive, meeting some tight timescales we have to work to. They have been quick to understand our objectives, generating innovative and interesting creatives.

Jess Pitman
Marketing Manager

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