IMS
CACI and IMS deliver good news for The Guardian
In 2005 Guardian Newspapers Ltd (GNL) made one of the most important decisions in its 184 year history – to launch the Guardian in a new full-colour “Berliner” format, heralding a new era in national newspaper publishing and celebrating a passionate commitment to quality journalism, photography and design.
Adamant that the £80m relaunch would receive the impact it deserved at retail level, GNL decided that it was vital the launch received effective field marketing support. It was essential to develop relationships with retailers, site point of sale (POS) material and maximise availability and distribution. GNL identified 8,068 retail outlets that needed support for the new format launch and due to the confidentiality of the launch it was also essential that visits were conducted in extremely tight time scales.
Following a 3-month pitch, involving 20 of the UK’s top field marketing agencies, IMS were chosen as the winning agency on the grounds that they could conduct the campaign efficiently, cost effectively and within tight deadlines.
In order to effectively conduct 8,068 visits in an efficient and cost effective manner, IMS utilised the services of CACI to break down the entire call file into distinct territories. This allowed the field team to book multiple visits in small, defined geographical areas, producing highly efficient call coverage. IMS were aware of CACI due to the fact that CACI have a reputation within the field marketing industry in providing effective territory planning solutions.
Alongside IMSFUSION, the intelligent management system of IMS, the services provided by CACI allowed the IMS field team to carry out the required activity, yet still deliver significant cost savings for The Guardian by dramatically reducing travel expenses.
The territory planning conducted by CACI helped IMS achieve the following for The Guardian:
As a direct result of the success of this campaign, IMS also received the ‘Award for Most Effective Tactical Campaign’ at the 2006 field marketing awards.
“IMS will continue to utilise the services of CACI for future field marketing campaigns for The Guardian. This will ensure that IMS will make ongoing savings in relation to travelling expenses incurred from field team visits for The Guardian, as a direct result of effective territory planning.”
Steve Radford, Operations Director
To find out more about CACI and how we can help you with your field force planning, call us on 024 7684 6846 or email ffp@caci.co.uk
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