purechannels wins 'Runner-Up for Best Integrated Campaign' at 2009 B2B Marketing Awards
We were up against some stiff competition, but we think that recruiting 300 partners in 3 months was pretty impressive and so did the judges! So which campaign won 'Runner-Up for Best Integrated Campaign' in this year's B2B Marketing awards? We are delighted to announce that our recent Partner Recruitment campaign for SHL has won us the Runner-Up award for the coveted category of Best Integrated Campaign. Here's a quick overview of the campaign and the results we achieved:
Operating in over 50 countries for more than 5,500 clients, SHL provides psychometric assessment tools that help organisations to improve candidate selection and performance. Already selling indirectly via highly specialised partners and directly into large enterprises, SHL wanted to offer its portfolio of Candidate Assessment tools to a wider audience. Subsequently, SHL made the strategic decision to diversify markets and expand its channel to include recruitment agencies and consultants.
SHL appointed purechannels to project manage an integrated partner recruitment campaign which included direct mail, email, print and online advertising and telemarketing. Demonstrating how marketing service providers can work seamlessly together to deliver a high RoMI, purechannels project managed two other agencies selected by SHL to deliver an effective and integrated campaign with a consistency of message throughout.
Targeting a new market for SHL, the campaign took two months to execute within a budget of £38k. With an initial sales pipeline target of £100k, the campaign resulted in 291 new partners being recruited and £500K of actual sales being delivered within the same timeframe. The programme was so successful that it was also launched in Europe and Australia.
To read our case study on this campaign, click here. You can also download a PDF detailing how the SHL campaign worked.