Royal Mail Marketreach
Creative digital marketing for the nation's postal service, to educate and inspire the marketing community on the efficacy of mail.
About Royal Mail Marketreach.
Royal Mail Marketreach helps brands and agencies get the most from mail. As part of the Royal Mail Group, MarketReach offers a breadth of mail services and tools that encompass direct mail, catalogues, door drops, and recent innovations such as programmatic mail. The team includes experienced data planning and media specialists, who are on hand to help marketers integrate and optimise the use of mail as part of the marketing mix.
We have been Marketreach’s dedicated social media partner for over 7 years, helping to spread their brand messaging online through campaigns, creative content and BAU.
Providing social media support for the nation's postal service
Marketreach sought to challenge the negative perceptions of mail as an effective and sustainable advertising medium. They also wanted to reinforce the brand’s credentials as a modern, digital-savvy marketing organization. They wanted a strong, consistent digital presence to inspire more marketing and agency professionals to use mail, as well as position themself as an industry leader in the marketing sector. We were originally appointed to develop and deliver a renewed social media strategy for Marketreach.
Our challenge was to take a more strategic approach to the use of social media and digital marketing, ensuring that digital activity improved brand engagement and awareness.
Building an online picture of the marketing community
We carried out a range of research and discovery work to develop enhanced digital profiling of each customer segment. This included a comprehensive social media audit, reviewing channels for content performance and audience base. This profiling helped to identify what topics and content formats resonate with each customer segment, as well as consumption habits across digital and traditional media.
On completion of the initial discovery phase, we designed a customer-centric social media and content strategy aligned with the topics that marketing and advertising decision-makers were engaging with across the industry.
The resulting content plan addressed the requirements and objectives of multiple departments within the business, and encompassed a broad range of content from website articles and LinkedIn blog posts, through to interactive quizzes, animated GIFs, and video.
Reading Room has been instrumental in building our social media presence. Their team demonstrated a solid understanding of our brand and objectives, delivering on-point designs and strategy. The increase in our followers and engagement is a testament to their expertise.
Cameron Russell Head of Marketing, Royal Mail Marketreach
Pushing the envelope with innovative campaigns.
We continue to review and update the strategy on an annual basis through regular social audits and creative ideas to leverage current and new social platforms. We continue to deliver ‘always on’ digital marketing activity, and working jointly with the media and creative agencies on integrated campaigns.
One integrated campaign that was of particular importance was Marketreach’s “Discover the Circular Advantage of Mail” campaign. The aim showcase their digital, UK industry-first mail Life Cycle Assessment tool and in-turn encourage positive behaviour change from Marketreach’s followers, getting them thinking about how they can reduce their impact on the environment when creating future marketing campaigns.
This campaign helped change attitudes and behaviour as part of their wider integrated campaign. YouGov tracking among our core audience of large organisations and marketing decision makers showed there was a 50% increase in those agreeing that ‘mail is more sustainable compared with other media channels’. By working together, we also created a compelling, thought-provoking digital campaign that garnered an overall 32% engagement rate on LinkedIn.
Better engagement, improved digital ROI
Following the successful introduction of the new strategy and ongoing support, we have maintained a great relationship with Marketreach and remained the digital marketing agency for the brand for the last seven years.
The results
Our strategic, insight-led approach has led to significant improvements in the effectiveness of the brand’s digital activity, especially on their core channel LinkedIn, including:
277% % Increase in social media engagement
224% % Increase in average engagement
51% % Increase in impressions
