BACKGROUND

We worked with the Kajima Community team to gain a clear understanding of what sets them apart from the offering of their competitors.

Through this initial phase we found that many of their competitors didn't have the human resource element to their offering as the BookingsGuru service provided.

This side of their offering provides hands on support from a real team of experts. Each one of their clients are provided with a dedicated Guru to help, support and manage their school lettings, in contrast to many lettings focused companies that had a purely online management based product.This then led us to focus the campaign heavily on the BookingsGuru to highlight this key differentiator across the campaign theme.

APPROACH

We worked through an initial concept exploration phase to define an overarching look and feel of the campaign.

Each route that was developed aligned with the strategy of the team focus and the individuals in a variety of executions and offered a range of messaging framework options to support.

Once the look and feel was agreed we began to work on how it could be delivered effectively.

The first step was to work on the art direction that would be front and centre of the campaign. We developed a concise art direction guide that our client could use on the day of the shoot, not only ensuring that the shots of the team would mirror the desired look and feel, but also to support our client on the day and ensure they got the best material they could within the time they had.

DELIVERY

Once the hero assets of the campaign were created we could then begin to develop the deliverables.

The key touchpoints of the "Grab a Guru" campaign were spread across both digital and printed communications with a mini-site and targeted mailer being the priority.

This then cascaded across a range of animated social media graphics to allow the client to have the flexibility to apply these to organic posts as well as bespoke EDM's which provided additional free download resources to users.