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| FleetLine Overview |
Part of the LeasePlan Group, FleetLine provides vehicles to fleet operators managing fleets of between 5 and 100 vehicles.
The service is differentiated by assigning a business account manager to each customer, replacing the frustration of the impersonal call centre.
Aware that the management responsibilities of smaller fleets often rests with someone other than an appointed fleet manager, the emphasis is on market leading, pro-active advice and assistance. |
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| Website |
FleetLine's requirement for a website was driven by the twin objectives of promoting sales and building brand awareness.
We developed a new interface for FleetLine, complementing the traditional direct mail used to support sales activity. An easily administrable online sales module, which utilises customer profiling to personalise sales e-mails, is integrated with live offer information. |
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| e-mail: Offers Generator |
As part of our work on the FleetLine website, we developed an online sales module. Careful customer profiling is utilised to create personalised marketing e-mails - which target customers with the offers they are specifically interested in, rather than the more generalised approach that is often unsuccessful. The sales e-mails are integrated with live offer information from the FleetLine website.
The system is easily administrable by FleetLine staff, ensuring the rapid implementation of new sales initiatives. |
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| DM: Quarterly Campaign |
Graymatter designed and managed a quarterly, offer-based, direct mail (DM) campaign throughout 2005 for FleetLine.
Our solution focused on the service levels and knowledge base which enables FleetLine to find the right car at the right price, rather than a simple price-driven promotion. Optimum savings are used to grab the customers' attention, before unveiling the quarterly offer. The clever use of 3D imagery reinforced each niche proposition.
This successful series of campaigns also included e-mail data capture and an opt-in that allowed us to build a database for future e-mail campaigns. |
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| Campaign: Price Offer |
The client's brief was to produce an advertising campaign for placement in high-volume transport and industry magazines, such as What Car? and What Van?, to focus on their key product offerings and headline prices.
Our solution targeted specific customers by adapting each advert for its primary audience. Additionally, we were able to reiterate FleetLine's full range of support and advisory services. The resulting publicity has led to the creation of significant leads that are in the process of being converted. |
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| Corporate Guidelines |
In order to retain a consistent style of design and tone throughout their marketing and support material, FleetLine briefed us to create their corporate guidelines - giving us the opportunity to evolve the presentation style of the brand.
Our solution incorporated everything an agency would require to produce work with a consistent message and visual clarity across all media. This brand can now be confident that it presents a consistent, modern image as it builds a reputation in the marketplace. |
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