Spreckley Partners case study
Leading stationery manufacturers, Tollit and Harvey turned to Spreckley Partners to create an innovative campaign to promote its brand in the business to business market and to drive traffic to its website.
With other stationery manufacturers focussing on targeting office suppliers, Spreckley Partners suggested looking at the creative and inspirational uses of stationery. With a range of NoteBooks under the Europa brand in its product portfolio the creative concept of doodling was developed.
To give the campaign credibility, Spreckley Partners contacted a leading graphologist who was able to provide expert advice on the art of doodling.
The graphologist helped Spreckley Partners create a survey for the campaign and using the results, Spreckley Partners promoted Tollit and Harvey via an intensive media relations programme and also through the use of the Tollit and Harvey website which received over 2500 hits in the first month of the campaign, over 25 per cent more than average.
To differentiate Tollit and Harvey from other stationery manufacturers, to promote the Europa brand without focussing on the standard benefits of stationery and to position the brand as a leading commentator on doodling.
Doodling was chosen as the subject to which Tollit and Harvey should attach its brand so that people would begin to see other creative benefits to stationery.
Doodling is an inspirational and creative activity that cannot be performed on a computer and most people use doodling as a form of escapism.
When buying office products, Tollit and Harvey would be the preferred choice, seen as more exciting and attractive than other stationery brands.Diane broke down the various doodles into five doodling stereotypes and submitted the findings to Spreckley Partners. The stereotypes are as follows:
Spreckley Partners approached leading graphologist, Diane Simpson to provide expert advice on the art of doodling. Graphology enables the detection and assessment of key personality elements such as ambition, energy, sociability, adaptability, and sensitivity through the analysis of doodling or handwriting. Diane, who is on the board of The British Academy of Graphology (BAOG), helped Spreckley formulate the content for the campaign.
Spreckley issued a survey asking for participants to doodle throughout the working day and include details of when and where the various doodles took place. This information was collated and sent to Diane to analyse.
- The ambitious doodler
- The free spirited doodler
- The impatient doodler
- The romantic doodler
- The insecure doodler
Diane also provided Spreckley with a quote to use on press releases, marketing materials and include on the website.
With the help of the Spreckley in-house design team, Spreckley Partners used the information provided by Diane to construct a doodle booklet, an attention grabbing ‘Doodle Guide’ which was the focal point of the campaign.
This is available to download from the Tollit and Harvey website and includes an in-depth analysis of the results of the survey.
Through the Doodle Guide, Tollit and Harvey is able to educate potential and seasoned doodlers on the ‘ins and outs’ of doodling highlighting key issues such as the importance of the placement of doodle on the page, the pressure used, the various popular shapes and choices in ink colour.
A press release was drafted directing readers to the Doodle Guide on the Tollit and Harvey website and was sent out to the national newspapers, regional radio stations, consumer women’s magazines and then the secretarial and office trade press.
The campaign was a massive success with coverage achieved across range of key publications such as: an impressive 15 live radio interviews including a slot on the popular channel, LBC Radio, The Guardian, Office Secretary and a double page spread in the Peterborough Evening Telegraph, amongst 20 regional pieces of coverage.
Most importantly the website hits increased by a whopping 250 per cent with the Europa brand mentioned repeatedly. Over 2500 Doodle Guides have so far been downloaded from the site.
The decision has been taken to continue with the doodling campaign and Spreckley Partners is investigating other opportunities regarding sponsorship and sampling activities to build on the momentum generated thus far.
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