Find out more about the results we achieved with a brand refresh for the 'Step Into' campaign for Stafford Borough Council.

1. Case
Study
‘Stepinto’campaign
PROJECT
StaffordBoroughCouncil
CLIENT

2. BeSmartDesignCaseStudy
‘Stepinto’campaignPROJECT
StaffordBoroughCouncilCLIENT
The picture before
The ‘Get Out’ campaign was created as an initiative to encourage school children to get involved with
various activities that were held throughout Stafford Borough in the school holidays. There are in the
region of 116 activities delivered across 14 locations across the year.
What we wanted to achieve
Be Smart Design suggested a complete revamp of both the name and the overall look and feel to
improve the attendance figures and therefore the profitability of the initiative.
The service Be Smart Design provided
We suggested the name change as the existing name was a little too instructional and not very
motivational. After research, the suggestion was to change from ‘Get Out’ to ‘Step Into Summer/
Winter’ for example to encourage more attendance.
On approval of the name, the new identity and the look and feel were created to appeal to a younger
audience and delivered across posters, leaflets, web banners and social media graphics.
Impact
The campaign has been regarded as very successful as the following figures state:
• 4260 unique web hits v 3828 in 2014
• 2121 places sold - an increase of 30% on 2014
• 80% of places sold vs 67% in Summar 2014
• Marketing cost per sale 85p v £2.63 in Summer 2014.
Joe Tromans, Communications Officer at Stafford Borough Council says…
I’veworkedwiththeBeSmartteamsince2014whenIaskedthemtocreateanew
brandandstyleforour‘GetOut’initiativewhichpromotesactivitiesforchildrenin
theschoolholidays.
TheyputforwardagoodcasetochangethenamefromGetOutto‘StepInto
Summer/HalfTerm/Winter’etc.Theythencreatedavibrantandfunbrandand
styletogowithit.Philippaandherteamreallystandintheshoesofyourtarget
audienceandcreatesomethingthatreallyworks.Theyjustgetit!
Sincewerebrandedin2014,theplacessoldhavegoneup30%andtheincome
generatedhasgoneupfrom11kto£16perannum.Thisisproportionatetothe
amountofmarketingspendsoIcansaythatBeSmartDesignareexcellentvalue
formoney,theyneverletmedownonadeadlineandtheygetresults!Whatmore
couldIaskfor?

3. OVER 200
MEDALS GIVEN OUT
17
TEAM OF
SPORTS
COACHES

4. tel.01902797970
email. info@besmartdesign.co.uk
web. www.besmartdesign.co.uk
besmartdesignltd,westendstudio
theoldchurch,watlingstreet
gailey,staffordshire ST195PR