CAMPAIGN: Spreckley drives T&H beyond B2B market

Stationery manufacturer Tollit & Harvey wanted to promote itself beyond the business-to-business market. It asked retained agency Spreckley Partners to create a campaign that would make it stand out from the crowd.

Campaign Doodling campaign
Client Tollit & Harvey
PR Team Spreckley Partners
Timescale January – March 2007
Budget £2,000

Objectives
To promote the brand to a consumer market. To position the Europa brand as an authority on doodling. To drive traffic to the company web site.

Strategy and plan
Other stationery manufacturers tend to focus on office suppliers, so Spreckley suggested concentrating on the more ‘creative and inspirational’ uses of stationery.

It was decided to focus on the ­Europa brand, as it is the UK market leader for filing products and notebooks, and a household name.

The concept of doodling was identified as the main driver for the campaign, as an outlet for creative activity that cannot be performed on a computer. According to graphologists (handwriting experts), doodling can also reveal key personality traits such as ambition, energy, sociability, adaptability and sensitivity.

The agency enlisted the services of Diane Simpson, from the board of the British Academy of Graphology, to lend weight to the campaign.

Simpson then collected the doodles of 100 people over the course of a week, and analysed the findings according to when and where the doodles took place. Results were then organised into five stereotypes: the ambitious dood­ler, the free spirited doodler, the impatient doodler, the romantic doodler and the insecure doodler.

The campaign was based around ‘National Doodle Day’ on 23 February, an existing charity-led initiative owned by the The Neurofibromatosis Association and Epilepsy Action.

Spreckley’s in-house design team came up with a booklet or ‘Doodle Guide’, which then became the focal point of the campaign. A printable version was posted on Tollit & Harvey ‘s website, which included in-depth analysis from Simpson.

The guide presented results from the survey and highlighted key issues such as the placement of the doodle on the page, the pressure used, various popular shapes and choices of ink ­colour.

A press release was sent to national newspapers, women’s interest magazines, regional newspapers, regional radio and office product trade titles. Spreckley MD Richard Merrin became a self-styled ‘doodling guru’ for several weeks, discussing the research findings in various radio interviews.

Measurement and evaluation
The campaign secured 15 live radio ­int­erviews, including slots on LBC Radio and a host of regional stations. ­National newspaper coverage came from The Guardian’s ‘Office Hours’ section, with regional press including thelondonpaper and The Western Mail. Specialist titles included Personnel Today and Craftsman Magazine. Natalie Cooper, staff writer at Personnel Today, says: ‘After downloading the guide I challenged colleagues to match their doodles to the summaries. It was a quirky exercise that captured our readers’ imaginations.’

Results
The campaign created attention for Tollit & Harvey beyond the traditional office trade press.

The website has received more than 2,500 page impressions in the first month of the campaign – an increase of 250 per cent. More than 2,500 doodle guides have since been down­loa­ded from the site.

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