Working in partnership with our long-time PR and Marketing associate, Parker PR, Genie Creative has recently completed a concept driven marketing campaign for award-winning interior fit-out specialist – Jephsons.
Established for more than 40 years – Jephsons provides a first-class interior fit out service to the food retail, hospitality and catering industries. These industries are highly competitive with price and deadline key to winning business. Our brief for Jephsons was to create ‘marketing tools’ that quickly demonstrate their: manufacturing and fit-out experience; reputation for attention to detail; high quality of product and commitment to on-time, to budget project management. In addition we needed to elevate Jephsons above the expected ‘look’ associated with the industry … to emphasise that Jephsons has developed its capacity to service high-end branded food retailers and hospitality businesses.
“The information we send out has to impact instantly but in a clever way” said Ian Jephson, Commercial Director of Jephsons. “The decision makers we target have little time for pondering and need to very quickly understand the benefits of working with us … if they don’t – our brochure goes in the bin. We wanted something that would elevate us to the next level and the new brochure does just that” he added.
Having worked with Jephsons for many years, Graham Parker of Parker PR took the lead in shaping the brief and determining which of the concepts met it. After several levels of development we narrowed the concepts down to three distinct approaches. Then, after a little fine-tuning, they were ready for presentation.
Unless you are ‘blessed’ with more than your fair share of self-confidence, presentations are always a nervous affair. However, we were confident that we had three excellent solutions that answered the brief and excited the creative partnership.
The presentation couldn’t have gone better. Ian was incredibly responsive to two of our concepts in particular and, after a little deliberation, we reached a consensus on which one best suited the client’s target market.
The chosen concept uses a simple equation of “Deadline + Quality to budget = Jephsons” to quickly emphasise the value of working with Jephsons. This equation is seemingly endorsed by Albert Einstein (the master of equations). A clever ‘strapline’, great product imagery, straight-forward copy and glowing client endorsements give added credibility. The concept has rolled out across press advertisements and a new company brochure delivered to a specific target audience.
For more information on Jephsons click here