An introduction to Madhouse

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This presentation provides an introduction to Madhouse Associates.

Madhouse is an Integrated Marketing Communications agency based in Manchester providing a full range of online and offline marketing services to clients such as Toyota, Motorola and Interflora

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An introduction to Madhouse

  1. 1. <ul><li>An Introduction to Madhouse Associates </li></ul>Chris Kershaw<br />New Business Manager <br />Chris.kershaw@madhousehq.co.uk<br />+44 (0) 161 819 6600<br />
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  3. 3. The positioning session<br />Immersion into the product, its features and benefits<br />Immersion into our target audience(s) <br />Immersions into the competitor set and the wider market place<br />The gap identifier; why our target audience would choose to buy our products instead of our competitors<br />The big idea session – generating lots of ideas that could all be ways in which we communicate our offering to customers<br />Selecting the proposition – through a process of refining we select one or two propositions that capture a new and exciting way to communicate our offering to our audience(s)<br />
  4. 4. The strategy session<br />Take the proposition from the positioning session<br />Segmenting our target audience – using the profiles established in the positioning session and segmenting down further into niche groups<br />Setting objectives – both business and communications<br />Engagement – our strategy statement on how we intend to engage with our customers<br />Measurement – set key performance indicators (KPI) that reflect the objectives of the strategy statement<br />Tactics – how we are going to bring our strategy to life. This part of the session includes all aspects of rolling out messages to audience (s)<br />The big plan – our plan of actions in rolling out our tactical activity<br />
  5. 5. Website development approach <br />Create a task analysis – what are our business goals and how will website support these. <br />What are our users goals, what tasks must they complete in order to achieve these goals<br />Create content inventory – categorise and describe the information on site offered to our users<br />Agree requirements – what are the features, functions and content of the site that will optimise conversion of goals set in task analysis <br />Learn about users – we create personas and scenarios of our users<br />Create Information Architecture (IA) – so that users can quickly scan the navigation links on homepage as an indicator of the site content<br />Define navigation – to make sure we inform our users quickly of what and where information is located on the site<br />Create site map – a visual representation of the IA of our site<br />Create a wireframe – a visual illustration of one webpage or the full site to show where each item should appear on page<br />Conversion Optimisation and Usability testing – carried out post build to watch and monitor user activity<br />Prototype testing – carried out pre-build to check user journey<br />Write copy – taking into account how users read content online<br />
  6. 6. Client Case Studies<br />
  7. 7. Interflora<br />
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  10. 10. Toyota Europe<br />
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  13. 13. TGMO<br />
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  16. 16. Seasonal campaigns<br />Autumn 2010<br />Winter 2010<br />Spring 2011<br />Summer 2011<br />
  17. 17. Reebok<br />
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  20. 20. Motorola<br />
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  25. 25. Capital One <br />
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  28. 28. Yardley London<br />& <br />Woods of Windsor <br />
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  31. 31. Redrow Homes <br />
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  34. 34. The Place Group<br />
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  37. 37. SW19<br />
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  40. 40. Calypso<br />
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  43. 43. CovaTecInc<br />
  44. 44. Maximising impact of the communications<br />Marketing collateral extensions could include:<br />Customer Relationship Management activity<br />Email<br />Direct Mail<br />Sales/information support<br />Brochure hard copy<br />PDF brochure download<br />Website landing page<br />
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  48. 48.
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  52. 52. AstraZeneca<br />
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  55. 55. K3 Business Technology Group <br />
  56. 56.
  57. 57.
  58. 58. Nanoco Technologies <br />
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  61. 61. Pochin<br />
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  64. 64. Vosene<br />
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  67. 67. Thank you<br />Chris Kershaw <br />New Business Manager <br />Chris.kershaw@madhousehq.co.uk<br />+44 (0) 161 819 6600<br />

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