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| Carillion Fleet Management wins prestigious marketing award Carillion Fleet Management picked up the 'best limited budget B2B marketing campaign' award at the B2B Marketing Awards, held at Vinopolis in London. The award was given in recognition of the company's innovative direct marketing campaign. The fleet business, which manages a growing fleet of over 14,000 vehicles, wanted to generate greater awareness of its expertise in managing total outsourced fleet solutions in terms of cost control and overall service delivery. Following a number of planning sessions they identified that their capability to deliver bespoke customer solutions linked to technology and advanced management reporting would be of most interest to new prospects. The creative team linked these themes to a series of key messages highlighting the added benefits of Carillion's offering in each area. These were delivered to pre-selected contacts using a 'Toy Story' theme to reinforce key benefit messages and generate further interest. The campaign received an excellent response level with requests for follow up meetings from over 30 per cent of the original target audience of key fleet decision makers. This ultimately resulted in the company securing a new contract worth £750K over three years. The complete budget for the campaign was £5K, so a return on investment of almost 5,000 per cent was achieved. write your comments about the article :: © 2006 Construction News :: home page |