The following presentation provides an introduction to Madhouse Associates (www.madhouseassociates.co.uk). Madhouse is an Integrated Marketing Communications agency based in Manchester that provides a full range of digital and print marketing services to clients such as Toyota, Motorola and Interflora.

1. An Introduction to Madhouse Associates Chris Kershaw New Business Manager Chris.kershaw@madhousehq.co.uk +44 (0) 161 819 6600

3. The positioning session Immersion into the product, its features and benefits Immersion into our target audience(s) Immersions into the competitor set and the wider market place The gap identifier; why our target audience would choose to buy our products instead of our competitors The big idea session – generating lots of ideas that could all be ways in which we communicate our offering to customers 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)

4. The strategy session Take the proposition from the positioning session Segmenting our target audience – using the profiles established in the positioning session and segmenting down further into niche groups Setting objectives – both business and communications Engagement – our strategy statement on how we intend to engage with our customers Measurement – set key performance indicators (KPI) that reflect the objectives of the strategy statement 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) The big plan – our plan of actions in rolling out our tactical activity

5. Website development approach Create a task analysis – what are our business goals and how will website support these. What are our users goals, what tasks must they complete in order to achieve these goals Create content inventory – categorise and describe the information on site offered to our users Agree requirements – what are the features, functions and content of the site that will optimise conversion of goals set in task analysis Learn about users – we create personas and scenarios of our users Create Information Architecture (IA) – so that users can quickly scan the navigation links on homepage as an indicator of the site content Define navigation – to make sure we inform our users quickly of what and where information is located on the site Create site map – a visual representation of the IA of our site Create a wireframe – a visual illustration of one webpage or the full site to show where each item should appear on page Conversion Optimisation and Usability testing – carried out post build to watch and monitor user activity Prototype testing – carried out pre-build to check user journey Write copy – taking into account how users read content online

6. Client Case Studies

7. Interflora

10. Toyota Europe

13. TGMO

16. Seasonal campaigns Autumn 2010 Winter 2010 Spring 2011 Summer 2011

17. Reebok

20. Motorola

25. Capital One

28. Yardley London & Woods of Windsor

31. Redrow Homes

34. The Place Group

37. SW19

40. Calypso

43. CovaTecInc

44. Maximising impact of the communications Marketing collateral extensions could include: Customer Relationship Management activity Email Direct Mail Sales/information support Brochure hard copy PDF brochure download Website landing page

52. AstraZeneca

55. K3 Business Technology Group

58. Nanoco Technologies

61. Pochin

64. Vosene

67. Thank you Chris Kershaw New Business Manager Chris.kershaw@madhousehq.co.uk +44 (0) 161 819 6600