Brand Implementation

What we did

Following the 2015 report, it was critical that the hospital rebuilt its relationship with the surrounding community. Apparatus was appointed to help with this process. We worked with the internal team to develop strategic marketing plans for the new South Lakes Birth Centre during its development process. We then devised a cost-effective communication plan that would keep locals informed of the hospital’s regeneration plans. The objective was to increase engagement and build awareness that change was in progress. The execution included the use of ambient and city centre media with an integrated social media campaign to increase interaction.

What we did

Selfridges marketing – from the development of the black and yellow identity through to the world renowned window displays, the iconic photoshoots, the ground breaking events and the positioning of the store in the national consciousness, we worked on it all. As leaders of a team of over 50 people, we took Selfridges from being a dusty old department store at the wrong end of Oxford Street to being a glittering emporium where anything could and did happen. It continues along the path that we set to this day, although many would say that it is not quite the dynamic, inclusive destination that it was between 1993- 2005.

However, from it we bring the skills that drive Apparatus: limitless creativity; the ability to breathe life into tired brands; an understanding of the consumer and what drives them; the instinctive need to think differently and the energy to make anything happen. When you’ve received that kind of training in your career, the opportunities are limitless.

What we did

Developing a standalone business was a new venture for the City Council and they were starting from scratch. A team from Apparatus worked with them from start to finish, coming up with a number of brand-naming solutions and assisting with business registration, developing a brand identity and a full suite of marketing collateral including website, digital marketing strategy, livery, signage, uniforms, exhibition displays and printed material. We really enjoyed working closely with the team over a period of months, especially Freddie, the champion rat catching spaniel who came along to meetings and played his part!

What we did

Working with the in house marketing team, Apparatus has been managing all marketing, creative and digital requirements for Preston’s College since January 2013. This has included:

• Rebrand – new name, new logo, new corporate identity, brand guidelines, brand management. Once completed we oversaw PR for the new identity which achieved press coverage to the value of £184,463 and an audience reach of 1,151,000.
• Website – new website for Preston’s College which has increased online interaction by 44%. Introducing the in house team to WordPress has enabled them to quickly take over the new site and also provide access to College departments to ensure that the site is constantly up to date and gaining traffic.
• Prospectus – after a period of market research, this was started from scratch. Not only did we redesign it but we also rewrote content and improved navigation. Follow up research agreed unanimously that it was a significant improvement on previous prospectuses and was more professional and easier to use than the prospectuses of other local colleges. We are now busy creating the 2014 prospectus.
• Advertising – an above the line was developed based on the college’s star students to challenge historic perceptions of the college’s reputation and send message of success into the community. This was underpinned by digital advertising campaigns using Google and Facebook.
• Year 11 campaigns – in addition to producing the prospectus, we are responsible for the lifecycle of the Year 11 communications. We base this on a classic acquisition, conversion, retention strategy ensuring that students are attracted to the college and remain engaged throughout the year. We use a mix of direct marketing and social media to manage this cost-effectively and in a tightly targeted way.
• Signage and wayfinding – the new identity needed to be properly integrated throughout the campus. This gave us the opportunity to address pathway and access issues and plan for the many new buildings that are under construction.

What we did

Cumbria Crystal is a tiny company with an elite customer base around the world. We have been working with them for a number of years to manage their marketing services which are mostly discreet and direct to their customer base. Apparatus also developed their small retail site which is appreciated by crystal enthusiasts both for its full-priced products and the factory outlet which sells the pieces that don’t quite pass through Cumbria Crystal’s stringent quality control processes.

What we did

Working with the 6 partners, we were tasked with developing an identity for JWK that would encapsulate the innovation and modernity that the new practice would offer whilst still referencing the serious nature of their business. We began by developing the brand identity backed by a palette of colours that would provide an arsenal for us when we came to segmenting their services for marketing purposes. Encouraged by their enthusiastic reception, we then went on to develop brochures, leaflets, advertising, PR, CRM campaigns and to build an annual marketing strategy. We also designed their website and worked on its content. We continue to act as their retained agency, overseeing all activity for them and developing new ideas that ensure their profile remains high using our experience of marketing for law firms.