Posted at: 9:03 AM by Hammad

Notebooks in Disguise

When Toshiba told us they would be tying up with one of the big summer blockbusters, we we're hoping it would be Transformers!

So, when we got the call to attend a briefing at Toshiba HQ, the childhood dreams of the lads at Persona came well and truly to life.

We've produced an interactive campaign web site in Adobe Flash that highlights their featured notebooks and promotes the tie up between the two iconic brands.

Optimising a Prime time experience

Using the movie footage as inspiration, we've used choice cuts of film, stills and sound to produce an intro sequence that sets the mood for the site concept.

The site then features an interactive, 360 degree viewpoint of a Satellite notebook that users can 'Transform'. Browsing through the site, visitors can also take part in a competition to win a Helicopter flying lesson - a direct reference to the new movie Transformer 'Blackout'.

On a more technical level, the site uses ASP.NET to provide 'send to a friend' functionality and also process the competition entries.

Under the bonnet

The intro sequence was edited together and sound synced in Adobe Premiere, with Adobe After Effects used to add the atmospheric lighting. Finally, this was exported as Flash Video and added to the main site without needing any additional browser or plug-in software for visitors to view it.<.p>

For the competition, our ASP.NET code validates entries and posts them as XML to a remote web service on Toshiba's contact database; in a format that complies with their specifications. The web service then returns XML instructions that we use to re-direct visitors to the right page; either a message highlighting any problems or a confirmation that their entry has been successful.

To keep a smooth user experience, we've also used AJAX for the navigation, so the page isn't reloaded when moving between sections.

More than meets the eye

Toshiba and Transformers are both iconic brands in their own right; so how do you start to blend the two together in a partnership?

After being briefed by Toshiba, we worked with the Paramount Pictures footage, image library and usage guidelines to ensure both identities were given the right balance.

In our creative brainstorm, we came up with the concept that just like the Transformers robots, we needed to show that there can be more than meets the eye.

Other than highlight the more obvious brand synergy of Technology between the brands, we wanted to do something different.

For the site, everyday features such as USB connections and Keypads have been shot in an abstract style; suggesting they could be parts of a Transformer. By focusing on areas often taken for granted, we've created a mood that emphasises that the difference with a Toshiba notebook is that style and technology are equally important.

Using the All Spark

Using our in-house photography studio, we had full control of the lighting to create the right artistic style. We then put the shots through digital post production to add the Blue lighting - a common feature in footage from the movie.

Autobots, Roll out

Producing a site is only the first part of a campaign - the challenge is to get people to it. Toshiba have used a number of promotional channels to market the site, including:

• Press Releases to the media
• Banners on the main Toshiba Computers web site
• Send to a friend email
• Viral seeding and link building

With the campaign being time-critical (it's only being ran for the Summer), it is important that the PR activity focused on outlets of quick turnaround; specifically weekly publications and online media. Press releases have been sent to the design, IT and brand media to bring awareness of the campaign to the more effective audiences.

Toshiba have also agreed page sponsorships with Tiscali and have promotional material and signage in Dixons and Toshiba retail stores around the country.

The site features a send to a friend feature, that is branded as either Autobots or Decepticons depending on the users choice. The email sent is branded in the same style as the site, so recipients are enticed to visit the campaign to find out more.

Finally, the site has marketing analytics installed to track visitor levels, user journeys and conversion goals for the competition.

Avoiding Decepticons

Targeted traffic is being sourced and driven to the site using viral marketing. This was chosen over Pay Per Click advertising, so that the word-by-mouse effect would spread fast and search marketing budgets could be reduced - giving more creative freedom to the production side of the project.

Labels: campaign, creative, digital, experience, media, movies, toshiba, transformers

Posted at: 3:49 PM by Hammad

Persona and the media are best buds. So much so, that we've been getting a lot of coverage lately (regular readers of our newsletter will recall our television debut on the BBC a few months ago). Well the lovely folks at the Beeb have has us back on air to impart our creative knowledge to the masses - this time on radio. We were asked to take part in the debate about the controversial London Olympic logo and we didn't hold back what we think of it!

 Check out this Podcast to hear what we said.

We'll be back on air with the Beeb next week too, ranting about 5 things we hate and why, but to prove we have a softer side, over the coming months our forthcoming 'Persona Experience' division will be featuring articles and tutorials in NET Magazine amongst others.

The gallery exhibition we held earlier this year also got a feature in City Life magazine - showing off the fun we all had showcasing our design portfolio to the public.

Oh and of course, don't forget - we can help you get this kind of PR and Publicity. All you need to do is come over for a coffee and a chat and we'll take it from there.

Labels: bbc, gallery, magazine, media, podcast, pr, radio

Posted at: 6:22 PM by Hammad

A new series to be aired on BBC Three this spring will feature your favourite agency - Persona Creative.

Hosted by Allisdair Jeffrey (from The Feroucious Mr Fixit), Persona will be seen pitching a new, fictional bottled water brand from our HQ in Nottingham. You can see the designs we have produced as well as hear us discuss the pro's and cons of different marketing strategies.

If you can't wait until the show, check out our homepage for video footage from behind the scenes.

Our television debut comes at a timely point, as we have a number of video projects underway including DVD's, viral campaigns and video podcasts (also known as Vlogs or Vodcasts). More on this over the next few months. In the meantime, let us know your requests and suggestions by email.

Labels: bbc, media, pr, tv, video

Posted at: 3:39 PM by Vivienne

Firstly, a big thank you to everybody who came along to the party last week! Having looked through the feedback, it's great to see so many of you had a good time and picked up contacts and new business for yourselves. Just part of the service from your favourite marketing agency (you're very welcome by the way).

For those of you who couldn't come along, it's a real shame actually as it was a great chance to not only see some of our design work, but also meet the team and find out just what a real communications agency is all about.

You can all have a look at the pictures and video clips from the opening night party (maybe even spot yourself). If you're interested in gaining this kind of publicity for yourself, get in touch with us and we can discuss ideas over a coffee.

Everything came together brilliantly and there are a few special mentions due:

• The Lord Mayor and Lady Mayoress for coming along to show their support
• John and the team at Badgemaster for making some fantastic guest badges for the party.
• Tom and the Urban Planters board of directors for showcasing the TFT Tree and also giving so generously of their time
• Jeanne and Tony from View from the Top for the gallery space
• Aquila for the fantastic Lebanese buffet
• The Persona Creative team - Viv, Andy, Hammad, Matt, Nina, Lewis, Mark, Kim and Lisa. Great job from everybody involved!

Labels: event, gallery, media, persona, pr

Posted at: 9:04 AM by Vivienne

Who couldn't do with some more PR right? Positive coverage for your organisation is a tricky thing to get and we often hear from our clients the stress and disappointment they go through trying to get some.

Following the success of our branding seminar in December, the lovely people at Nottingham Business Ventures (our local enterprise support agency; aka NBV) have asked us to speak about PR & Publicity and are hosting an afternoon session all about it for us.

• Tuesday 27th February
• 13:00 - 17:00; just after lunch
• Mercury House, Northgate, New Basford, Nottingham

To reserve your place (it's only a tenner!), give us a ring on 0115 9484454 or you can book online at www.nbv.co.uk. Don't forget to invite anybody else you think might benefit from a little extra PR.

The afternoon will be broken into three parts, each lasting 45 mins (so it's long enough to be useful and short enough to prevent you getting bored).

1. An overview of PR

13:30 - 14:15

Overview of basic terms, concepts and practices How PR works for and against you Avenues for PR available to you

2. Taking Action

14:15 - 15:00

Planning your PR strategy Creating a PR tool kit Working with the media Using suppliers

15:00 - 15:15: 15 min Break

3. Practical Advice

15:15 - 16:00

Writing press releases & other media material Creating a PR database PR in the context of your brand Budgeting Tracking success and failure

16:00 - 17:00: Questions &amp;amp; Answers session

Next quarter, we'll be switching the sessions to cover Digital marketing.

Labels: event, media, nottingham, pr

Posted at: 10:34 AM by Vivienne

The table below shows how the Persona Creative newsletter performed over the 12 editions in 2006

One of the most effective ways to analyse the success of an email campaign is by looking at the percentage of people who opened it.

Anything over 25% is generally considered to be good, with 30% being the benchmark we should all try to achieve. Over the course of 12 months, the Persona Creative email averaged over 50% - 20% higher than the benchmarks! Not only this, but the open rate never dropped below 40%, so the average is based on consistent performance rather than a few good months bumping up the statistics.

Due to the positive feedback we receive on each email, we believe the high open rate is due to the quality of the content and also the high build quality of the HTML; reducing the number of spam filters it triggers.

The chart below shows our open rate performance against that of industry averages.

With printed Direct Mail, it is commonly accepted that a 1% response from a campaign is what we should aim for. For example, if we send out 10,000 flyers in the post, we should hope to get 100 people to respond in some way.

With email, the percentages for response a bit higher, but are dropping all the time as email overload becomes more of a problem for our inboxes. Over the course of 2006, the industry average is 15%, but the Persona Creative average click rate is over 25%! Again, this is an excellent sign that the content we produce for the email not only engages our readers, but encourages them to read more.

Email campaigns produced and managed by Persona Creative for our clients produce similar statistics, so if you want to make the most of this marketing channel, it's worth talking to us.

You can also have a look at the industry tables below to see what benchmarks you can aim for in your own campaign. Of course, we can help you get there if needed.

Labels: analysis, campaign, digital, email, media, persona

Posted at: 10:32 AM by Vivienne

To combat the post holiday blues and also celebrate the start of our third year, we're taking over The View from the Top gallery in Nottingham City Centre to hold an exhibition of our creative work - with a VIP-only preview party on the 30th of this month.

The exhibition will showcase all the different types of communication work we produce. Everything from web sites, brand identities and publicity events will be on display and you can get a real sense of how Digital, Brand and Media make up an integrated marketing strategy.

Anybody can come along to the exhibition itself between 31 Jan and 4 Feb, but if you haven't received your VIP invite in the post for the party, be sure to email viv@personacreative.com to request one. Hurry though, as spaces are very limited indeed.

Look forward to seeing you at the party, but if you can't make it - feel free to drop by the exhibition between 31 Jan and 4 Feb anyway.

Labels: event, gallery, media, nottingham, persona

Posted at: 10:30 AM by Hammad

Just like we did 12 months ago, we're making three predictions for the year ahead - which should help you focus your 2007 marketing plans.

Poor quality digital marketing will no longer be acceptable

The Internet and the associated outlets for digital marketing are well and truly mature. Any organisation who thinks they can either use it as a place to experiment or cut corners is far behind the times. All of us who consume digital media (such as Internet, Email and mobile content) do so on a regular basis - and we switch off from anything of poor quality quicker than any other area of media.

Because digital content gives us so much control, we can choose to consume it or avoid it very easily. The old marketing concepts of forcing the marketing message in front of the public just don't work online. A poorly designed web site that never gets updated is as useful to a brand as a home made brochure that's 5 years old. Similarly, email newsletters or direct campaigns that are badly constructed, trigger junk mail filters and don't comply with data protection are a huge risk to those who think amateurism is acceptable. Not only can your recipients unsubscribe from your mailings, but they can report you for abuse and also get you blacklisted on a global scale. A scary thought, but only if you don't take the delivery seriously in the first place.

The advice we are giving for 2007 is this: If you're not going to do a professional job with online media, don't bother at all. Poor quality will no longer just be ignored from customers, but it will simply not be acceptable for any organisation wanting to be taken seriously.

Depending on whether you are a 'cup half full' or 'cup half empty' type of marketer; you'll see this as either an opportunity or a set back. Which one are you?

Companies will start to take their brand seriously again

Over the last few years, there has been a lot of talk about branding being a dead end - consumers are so fickle that they have no loyalty to anybody. This is not strictly true; yes we are less brand loyal than before, but the main concepts of branding are as important as ever and professional organistions are re-investing in their brands in droves.

There is no denying that people like consistency, familiarity and value - something that your brand activity can help you deliver either consciously or subconsciously to your audience. If you haven't made any specific steps to build your brand before (or it's been a while since you took a look at it), 2007 is a good time to give it some thought. As your organisation has no doubt grown and evolved, have the brand values changed? Maybe the emotional response your branding provokes doesn't match up with where you are heading, or you need your brand to drive you forward rather than hold you back.

Brand value is something we are always passionate about at Persona, so we'd be more than happy to discuss your brand with you to see where you can take it next.

Online PR will become even more sought after than printed PR

Most of the large media groups are falling over themselves to be seen as pioneers and leaders online. Rupert Murdochs purchase of MySpace has given News Corporation a massive lead in the social networking space, with everybody trying to copy and catch up. Googles purchase of YouTube and ITV snapping up Friends Reunited are another two examples of media might and their attempts to 'buy' public interest.

However the so called "Web 2.0 boom" shapes up, online PR outlets are plenty; with publications such as the Sun reporting over a billion readers last year! Column inches in print will always be important and add that extra level of credibility compared to online, but organisations hoping to actually get value from their publicity (rather than an ego boost by seeing their name in print) would be well advised to focus on Internet based publicity.

We recommend developing your PR strategy to include consistent submissions to RSS news feeds and web publications. Making sure you are syndicating your regular news via your own RSS feed is also very easy now, so make sure you are giving people access to this. Online PR also allows us to easily track the coverage you are getting; by using search engines to keep on top of where your content is being indexed and linked from.

But what of last years predictions? Read on...

Did mobile marketing actually come of age?

There is no denying it now - nearly everybody in the UK not only has a mobile phone and most of them are Internet capable. The only problem seems to be the network providers are still charging a small fortune for getting online whilst on the move. More and more of us are adopting PDA style phones (such as a Blackberry or Windows Mobile) and whilst mobile web hasn't quite taken off, the importance of email in your pocket is an area not to be ignored - and is the best place to start thinking about your mobile marketing strategy.

For many businesses, SMS/MMS marketing campaigns just aren't practical. The message costs and the lack of data can be prohibitive and most people just don't want to get messages sent to their personal phone. Email however is a little different. If you already have a well managed email contact database (You do have one don't you?) then these recipients are already warm to campaigns you send out; all you have to do now is tailor the content to be a little more mobile friendly.

Some quick tips on how to do this include:

• Keep your opening quick and to the point. Many mobile email clients default to the first 5kb of the message (or just the headers) - make is stand out!
• Pay attention to your text-only email - many mobiles won't display the pretty HTML version, so make sure you are getting the most out of your content by making it accessible to all.
• Use a simple, clear layout for your text-only email; this will prevent any ugly formatting appearing on different phones.
• Provide a link to your web site; even better if it browses well on a mobile!

There is enough momentum and user take up to start testing the waters with mobile marketing in 2007 and those who do will reap the benefits. It's a great way to show your customers and contacts that you are innovating and working to keep your services relevant and accessible to them.

A few other things you could talk to us about include:

• Mobile-friendly web services and content
• Text and Multimedia Message services
• Building your mobile database now, for campaign delivery later

We're already working on our own mobile marketing strategy as well as a few pilot projects, so if you want to stand out from the crowd, come and join in the discussions by dropping us an email/call.

Is ethical marketing and consumerism being taken seriously?

2006 was a big one for eco-friendly issues as well as ethical consumerism in general. Jamie Olivers well publicised lobbying for healthy meals wasn't the only major shift. The Conservative Party have adopted a Tree for their new logo, fast food advertising has been kerbed and supermarkets are falling over themselves to distance their brands from plastic bags and anything that doesn't suite our GDA for food consumption.

It's not just the retailers getting in on the act either. Bio-fuels and recycling are now accessible to all of us; in business and at home.

In 2006, we worked with a number of our clients to promote their ethical brand values. East Midlands Centre for constructing the Built Environment (EMCBE) gave huge support to sustainability in the construction trade and we helped them publicise the agenda. Urban Planters, the UK's largest interior landscaping company also flexed their ethical muscles by promoting the health benefits of planting in offices and are now making big strides to help publicise their impact on reducing carbon footprint. We're also working with another client to help publicise their long history in professional products that deliver the results - whilst being environmentally friendly as an added extra. Sustainability is a buzz word we keep coming across these days and the public are opening their ears to it.

Along with a major launch by the Carbon Trust, there has been some major happenings in this subject over the last year and we predict that not only will the trend continue in 2007, but consumers will genuinely start to adopt ethical brands, products and services as a viable alternative.

Given that we backed this idea from the beginning, we're in a good position to help advise you on both how you can adopt a more ethical approach to your communications as well as provide the same assurance as we do with all of our advice - that it's based on our experience, facts and ability rather than personal or biased opinions.

Has the boom in digital marketing led to more integrated campaigns?

Undoubtedly! the lines between digital campaigns and traditional media campaigns (above, through and under the line) are blurring more and more all the time. It's commonly accepted that the digital space will become the centre piece of almost all media activity and some would argue that this is already the case.

Most companies taking advantage of digital marketing are not limiting their campaigns to online only. The upsurge of YouTube has allowed small and large organisations alike to produce and distribute video content to the masses; often using this as an extension to TV adverts or printed campaigns that lead people online.

The message is clear - integrating your campaign across all the available media helps gets better results. Brands that are seen to have a consistent message and encourage their customers to engage with them are seeing their customer loyalty and retention stay strong.

Labels: branding, digital, marketing, media, mobile, persona, pr, prediction

Posted at: 8:54 AM by Hammad

Constructing the built environment

Construction is a funny game. It covers everything from government policy to trade skills and employment; so when the East Midlands Centre for constructing the Built Environment (EMCBE) asked us to help them with publicity and awareness, it was a challenge we couldn't resist.

Over the last few months, we've updated the branding, tone and communication channels for the regional body that champions all facets of the industry.

Some of the projects we've delivered include:

• Press and media management
• Event coverage
• Email newsletters
• Web design
• Brand refresh

The communication strategy is now being rolled out across the enterprise and supply chain.

Labels: branding, event, media, photography, pr

Posted at: 8:14 AM by Hammad

We first came across Diva Telecom at the NEC Computer Trade Show, when we were exhibiting. After the show, Managing Director Erica Lewis came to see us at Persona to discuss the branding for the new venture; set up having now left BT.

Erica liked the look of of some concepts we'd previously produced and gave us a brief to produce further concepts that were specific to Diva Telecom. With a strong sense of black and vibrant colouring, we produced a series of designs that showed different executions of type and style.

The designs were presented to Erica and a final version was developed to cover the brand emotions of a Diva and ultimately the product offering of the company.

With the logo for Diva Telecom now agreed, we produced and printed the company stationery and locked down the usage of the brand in a styleguide.

With the branding project complete - using the Persona Basics Pro package, Diva Telecom came back to us with a brief for the company web site.

We'd created the Diva brand to be different and so when approaching the web project, we felt that using common stock photography and images wouldn't be on-brand. To keep the vibrant and modern look for Diva, we designed a series of custom illustrations to be used throughout.

The final site design is clean and professional, with a content layout that suits search engine indexing. The site has been developed to comply with W3C Standards for both good quality code and accessibility guidelines, giving Diva Telecom a great platform to begin marketing to their already global customer base.

Check out the live web site at www.divatelecom.co.uk

Labels: creative, media

Posted at: 8:11 AM by Hammad

Urban Planters, the UK's leading interior landscape provider of live and replica plants displays, have transformed some of the country's most illustrious hotels, shopping centres, offices, car showrooms and leisure clubs. Last week the National Franchise Exhibition held at the NEC, Birmingham, saw Urban Planters capitalise on their business proposition to attract potential franchisees. Making it through to the finals of last year's British Franchise Awards it was particularly important to attend the exhibition, and being their first they wanted to be remembered long after the event for being different and above all, innovative.

As with all franchise businesses, it is the brand that somebody invests in. Therefore it is crucial that it stays fresh and the franchise owners take the lead in developing its' exposure; so franchisees can take benefit from the entire groups success. With over 20 franchise territories in the UK and with product distribution links in The Netherlands, Urban Planters have been proactive in developing equity in their brand to provide tangible value to their network. The show at the NEC this year proved to be a great platform to showcase the strength in the brand and give new and existing franchisees the chance to see why an Urban Planters franchise may be the right one for them.

Planting the seed

Joint M.D of the group, Thomas Palfreyman was keen for the exhibition to stand out from the crowd and approached Nottingham design agency Persona Creative for ideas; who Thomas knew previously, having masterminded the award winning planting installation at the agency's offices.

Thomas set Persona Creative a challenge "to come up with an idea for the stand that would be fitting to the brand, attract potential franchisees and showcase the groups innovative thinking."

The response from Persona Creative was a theme that challenged the way people think about urban interiors. Featuring display graphics of faux office environments; one showing a modern 'inspiring' workplace and the other a typical 'uninspiring' office, the theme was designed to provoke reaction and tempt interaction.

Hammad Khan, Creative Director at Persona Creative had this to say about their approach:

"The Urban Planters brand is already very strong, so to be given a challenge by Tom to enhance it was a great compliment to us. We've always had lots of ideas we could use for them and this brief gave us an opportunity to show just how creative we can be."

Recycled CRT monitors were used as tree planters and a false turf floor used instead of office carpeting. To complete the stand layout, an air quality display was also designed as an area the Urban Planters team could use to discuss the end user benefits to those considering a franchise.

The centre piece of the design was a two metre tall 'Urban Tree', made from scaffolding to simulate branches and glass-fronted flat screen monitors mounted as leaves. This would provide an eye-catching focus point for the stand as well as highlight Urban Planters innovative approach to interior landscaping.

The concept was received with great applause by the Urban Planters board of Directors, who felt the emotions and values of the brand were given strong presentation. With full approval of the theme, Thomas set about project managing the manufacture of the stand and Urban Tree, whilst Persona Creative produced the graphics and animations required. With the concept designs approved in early August and the date of the NEC show fixed to 6 October, the joint team had 10 weeks to complete the project scope, which included:

• Stand visualisation & designs
• Urban Tree Manufacture
• 'Air Quality' Bio-Spheres manufacture
• Display artwork for the stand theme
• Screen Animations
• Large format printing
• Dry run testing
• Delivery, installation and logistics

Not wanting to create simply a visual installation, the sales and marketing proposition was also developed further, with two strap-lines created. To compliment the contrasting office environments on the stand, the line "Same number of trees - just less paper" was created to mark the groups' ethical approach to their business. Another line was produced to appeal to the emotive side of a prospective franchisee - "Do you want a business that lets you breathe?" Both lines can be used by the franchisees in their marketing and a positive step from head office in supporting the network.

Pre-Show Activity

The day prior to the opening of the show, the Urban Planters team together with Persona Creative set about assembling the components of the stand. Whilst this was in progress the Urban Tree was already attracting a lot of interest from other exhibitors at the show - all curious to inspect it in more detail. A number of onlookers inquired about purchasing the tree - a request already anticipated by the project team, who have taken steps to copyright the design and market it as another proposition from Urban Planters; revenue from which will benefit the group and ultimately the franchisees. This type of longer term planning and an opportunity to improve the return on investment from attendance of the show is typical of Urban Planters efforts towards the longevity of the brand.

Visitor Reaction

The exhibition attracted 14,000 visitors, a similar figure to that of the previous year and further evidence that the franchise market remains a strong attraction for budding business owners.

One visitor to the Urban Planters stand made a comment that sums up the experience almost everybody who walked past it felt: "This is the first stand I've stopped at; the tree is the star of the show and really grabs your attention. What an innovative way to promote what you do."

Franchise Director of Urban Planters and event co-ordinator Alan Page had this to say about the show:

"We wanted to make our company welcoming to as many people as possible, by making the exhibition stand interesting and visually appealing; the stand has been well received by our audience, as well as other exhibitors here today. It's even more important to demonstrate to people wanting to buy-in to our company that we continue to project the right image to clients and give the right sales and marketing support, so that our franchisees prosper and own a successful business"

Return on Investment

Exhibiting at the show was a great success for Urban Planters, with 11 of the available 13 franchise territories now under active conversation - the busiest the group has ever been from a single marketing exercise.

Being able to bring a simple set of ideas together that conveys the brand was essential to promoting the franchise and Urban Planters are happy that their approach differentiated them from others at the show. Visitor reaction, lead generation and a new revenue stream from Urban Tree sales has laid down the gauntlet as to what can be achieved from a well planned and executed exhibition attendance and the group are keen to continue demonstrating their innovative approach to conventional ideas.

The group will certainly be exhibiting at the show again and have already committed to a space at The Interior Landscaping Exhibition 2006 at the National Agricultural Centre, in November.

Labels: creative, media

Posted at: 4:09 PM by Hammad

It's that time again - when all those bright-eyed design graduates are starting to think about getting a job. Well if you happen to be one of the talented ones, Persona Creative could be the place for you.

Essential Skills & Experience

• Adobe Photoshop
• Adobe Illustrator
• Macromedia Dreamweaver MX
• Paper & Pencil Sketching & Illustration

You'll also be savvy with Microsoft Office, in particular Word and PowerPoint formatting. Don't worry if you're not - it's not hard and you'll pick it up quickly. We always look for those who are keen to learn and develop their skills, so if you can prove your ability to do this you'll be fine.

We do use a few other programs, which if you know how to use would be great; otherwise you can learn on the job.

• Macromedia Flash MX
• Adobe InDesign
• Adobe Acrobat
• Microsoft Visio

What you can expect

We have a great studio right in the city centre of Nottingham, fully equipped with an in-house photography studio, large format proof printing and more IT than you can shake your pencil at.

We're Windows PC based and standardise on Adobe Creative Suite 2 and Macromedia MX. You'll be part of a very fun and talented team and will get the chance to work on live client briefs as well as grow the Persona brand - which we're very passionate about.

Projects we work on include everything from creating exciting new brand identities and literature to web site design and online advertising.

How to apply

To be considered for our graduate programme, you'll need a portfolio of your work. This will need to show your creative style and range of skills.

In the first instance, email us a few example images and a short summary of who you are (tell us about your personality, rather than your CV). Include any information about work experience, qualifications and salary expectations to increase your chances of making the shortlist.

We'll then get in touch and invite you in for an informal interview and a coffee and see if we click.

Send your applications to careers@personacreative.com

Good Luck

Labels: creative, media, persona

Posted at: 3:18 PM by Vivienne

In a recent post to our blog we gave you a blow by blow account of our first exhibition at the Computer Trade Show at the NEC, Birmingham. You may remember we conducted a shoot at the show photographing some of the newest and innovative products that are about to be unleashed on the public.

The following weeks have seen us busy developing, designing and deploying the show's microsite http://www.computertradeshowcase.co.uk. Each product featured on the site has been cleaned up in post production, the marketing details and technical specifications were copy-edited in-house by us highlighting all the best bits. Complete with a call to action, visitors to the site can get in touch with the manufacturer or reseller to find out more.

The microsite went live on Friday 2nd July and has been well received by all of those who got involved; the forthcoming weeks will see the site being promoted to the IT industry and media.

Your product not included? If you'd like to learn more about how effective microsite's are for your business call 0115 948 4454 or email team@personacreative.com

Labels: media

Posted at: 11:07 AM by Vivienne

May seems to be an important month for us at Persona Creative. Last year, we moved to our new studio and this year we held our first ever trade exhibition.

Our venue of choice was the Computer Trade Show (CT Show 2006), which was held at the NEC in Birmingham. The show itself is targeted at the IT resellers and distributors who bring the latest gadgets and software to the masses.

So what was a marketing agency doing there amongst these high-tech specialists? Well, we happen to know a thing or two about the IT industry and indeed the audiences they target. So, rather than be just another face in the crowd at an Internet show, we decided to exhibit to our client base.

Now we're no strangers to exhibitions, but usually we're designing stands and material for our clients - not ourselves!

The decision to exhibit at the Computer Trade Show was fairly close to its' scheduled dates, so our creative kicked into overdrive to meet the deadline. For the show, we had to run a number of projects from start-to-finish such as:

1.Update and print the Persona brochure

The Computer Trade Show gave us a great excuse to update our brochure. Our own corporate literature had taken a back seat because we've busy working with clients, amassing plenty of creative and communications we were spoilt for choice.

2. Design and print large format panels

Making a real statement on nine panels measuring 1 metre across and 2.5 metres high presented us with a great opportunity to design our own large format prints. Using our three models representing Digital, Brand and Media provided the colourful backdrop required to make our installation really eye-catching. In addition we designed a fourth panel listing our services relevant to our audience at the show. Rather than listing everything that we can do (which is a lot), we focused on just a handful services, proving that understanding your audience is much more successful way to achieve results.

3. Design and commission customised display stands

Not content with buying "off the peg" plinths (regardless of the timeframe) we wanted our stands that were unique and definitely on brand. Some of our precious time was used to source the right materials - fortunately we sourced a local company who had just what we were looking for, who then recommended a furniture maker who was able to realise our vision! Time well spent AND we've got bespoke plinths to use at future shows.

4. Design the stand layout

As we are adept at turning our hands to many different ways of communicating succesfully, our exhibition design skills are certainly no different. Our third exhibition design brief to date, we were able to utilise all 18 square metres. Planning the layout of the stand in advance was cruicial to its' success, using our 3D rendering skills we plotted exactly where the furniture, large format prints, lighting, sockets and our product photography studio would be positioned on our arrival to the show; benefits of using a virtual format means there's no huff and puff in re-arranging the furniture. :)

5. Organise product photography shoot

Our product photography service is proving to be increasingly popular with our clients since the launch of our in-house photography studio. With manufacturers at the show in plentiful supply exhibiting their super-new products and gadgetry, we collaborated with a number of companies photographing the best of their products. These photographs will be accompanied by their marketing copy and technical specifications and will feature in a showcase microsite which we're currently developing; the site is is set to go live in early June and will be promoted across the IT industry and IT media contacts.

6. Update the work showcase for the display screens

Updated presentations of work and credentials are a useful reference source for prospects and clients, in a few minutes the viewer gets to understand your company ethos and gets a snap shot of your work. Rather than being too service generic we once again focused on relevant content for our audience which generated some great leads.

Epilogue

It all came together beautifully and the resulting stand was one of the most eye catching at the show - located next to the Intel bus and generating a good flow of traffic. It might have helped that we took our fantastic Pierre Gauriche sofa with us (in Red, Green and Blue of course) which went down a storm with the other exhibitors who were keen to try out our photography services whilst taking the weight off their feet!

We met with IT organisations of all sizes over the two days and there was definitely some common themes running through their questions. Running effective e-marketing programmes (such as email, virals and Flash advertising) was the key topic and we discussed ideas, strategy and creative with as many of those who asked. Thankfully, our experience in both the channel as well as the industry served us well here, as many of these organisations are now in discussion with us to carry out some trial projects.

All in all, it was a great show for us and we'll be looking to take our show on the road more often - after all, being in front of our clients is what we love best.

Labels: media

Posted at: 11:22 AM by Vivienne

Buying expensive ad space guarantees you a slice of the pie - placed in the right media it'll be seen by your audience and it's where you have full "advertorial" control. But it's not cheap and free it certainly isn't. The alternative is to create your own news regularly and using your own business as the publicity platform. The sticking point is you may not always have something to say - so, create your own publicity.

Consider:

• Who your audience is
• Where you're most likely to get the best coverage
• Stories which are niche to your audience
• Target appropriate publications
• What response are you hoping to achieve

The sticking point with this is you may not always have something to say - so you create your own publicity.

Orchestrating a publicity stunt is a fun exercise to undertake and adds a splash of colour to your regular news thread. Whether it's taking part in local community/business issues or challenging conventional views in your market. Look for ways where you can achieve a cross-over of publicity. There are so many ways in which you can create your own free advertising even by offering a local, regional or national publication a competition to win a taste of your service or product.

Sounds great doesn't it? Gratis advertising is fun and we love it. If you don't have the time or budgets to implement something with enough impact, or creating a media plan sounds too daunting, give us a call at Persona Creative and see what magic we can work for you as your creative account team.

Labels: media

Posted at: 10:19 AM by Vivienne

With big brands buying out their eco-friendly counterparts and junk food being re-badged with nutritional values - ethics in business is here with a bang and everybody seems to be jumping on the bandwagon. Can it last, or is it just a gimmick?

The last year has seen a number of high street retailers changing direction in their marketing strategy to maintain customer loyalty. In this shift of trading patterns, we've seen companies with a previously less than ethical persona making moves to be associated with companies who can give them a leg up the ethical ladder. The big news this week was L'Oreal buying The Body Shop for £652M; highlighting again the gathering momentum of ethical consumerism and the impact it's having on ethical branding not just on the high street, but on businesses as a whole.

Not all of us have businesses that are on the high street; therefore it's not the only place where you'll find good ethical practice. In the current climate it's easy to assume that ethics in business are limited just to environmental policy, which isn't the case at all. It's a great starting point to have an efficient office such as recycling paper and saving energy - Marketing these points is certainly a step in the right direction. But what about other areas of your business which you can publicly highlight? The way you look after your employees or stating why you choose certain suppliers - if you've chosen a certain supplier because of the way they operate, it sends a clear message that you take things seriously. It's a very appealing proposition and a perfectly valid reason why a prospective customer will choose YOU over another supplier.

Communicate positive messages about the way you are already conducting your business in stronger, but ethical light.

For the immediate future we can expect to see more business operations communicating on an ethical platform to market their service or products and it will continue to be seen as a bandwagon; for a while. But remember, ethical marketing isn't a trend, a fashion statement or a flash in the pan - companies who for years have traded on their ethics are now market leaders. If you do decide to use it as a route to market, your business ethics must be upheld as if they fall by wayside it will get noticed. This time it's one style of campaigning that's here to stay.

It's something close to our hearts here at Persona Creative. Not only because some of our clients are charitable organisations, but because we ourselves try to trade ethically. Everything from our workplace environment being filled with greenery to abiding by codes of practice in marketing. It puts us in a good position if you want to discuss ways of bringing ethics to the front seat of our communications or indeed if you're looking for a supplier with a heart.

Labels: media

Posted at: 11:20 AM by Vivienne

I haven't come across many people who didn't say they want more publicity for their business. Interesting then is that so many businesses don't actually plan their PR campaign to get the results they truly want (and need).

Planning a good PR campaign means you or your company can ride on the publicity wave for a good amount of time. With the right planning, any concurrent communication, be it trade press releases, media support or online publishing can each considerably increase their value beyond what they deliver for you right now.

It's a tough game vying for an editors attention. Too much, too soon and your press activity will run out of steam. Too little and you'll go undetected. Finally, if your media activity is too irrelevant to the audience you'll be subject to the rubbish bin. In either case, quality and focus will keep the effort (and costs) down, whilst boosting exposure.

Get the most from opportunities in PR

Media strategies that are developed at Persona Creative are different to what you might be used to. We've had great feedback from our clients on our approach, which focuses on why they need increased levels of PR, how to get it within the constraints of their business (and budgets) and how it's going to be of use to their bottom line. And because we're looking at it from all 360 degrees of the marketing world, we make sure clients are getting the most from their digital, branding and media projects.

Most importantly though, when plans are made, we have the skills and resources to make it happen. Everything from media friendly copywriting (not marketing or advertising copy - that's different) to press photography.

Planning a campaign isn't a long or difficult process. In fact, a lot of what is needed is often circling around in your head already. So if you thinking about how to break new ground or haven't gotten around to thinking about PR yet - give us a call and we can have a chat.

Liked this article? Hated it? Got you thinking? Feel free to discuss it with us.

Next month: Media ownership

Labels: media

Posted at: 5:11 PM by Vivienne

PR is the vehicle for the spoken and written word of the business community. It communicates current newsworthy items which are best suited to column inches in publications or broadcasting, online or offline - it's a great way to enjoy exposure and it also generates ongoing public interest.

Here at Persona we know that PR is an integral part of a campaign activity and that's why it's our third discipline. No matter how good the product or service, without press exposure a campaign is only half complete. Our agency is unlike most; your campaign will enjoy the benefit of the combined experience of the account team, which means we can bounce ideas off one another to find the most effective way of communicating not just with your audience but also with the press.

Our expertise spans both publication genres - trade and mainstream press. We have the knowledge and experience to author different styles of copy which will attract editors of both press platforms and have established our own contact through press release distribution. We know the best way to approach the press, what stories they are looking for and we know how to make their lives easier. We do this by producing well written copy which requires very little or no editing.

By using us means your story will be read and considered for publication because we have a great relationship with the press on a number of levels.

If you are serious about seeing your company in print regularly, then you need to talk to us.

Labels: media

Posted at: 2:19 PM by Hammad

Not to be confused with the transmitting of malicious code, viral marketing is ideally suited to e-mail. By creating content that attracts viewers instantly and encourages them to forward it to their 'inner-circle' can be a highly effective way to boost response rates in your direct campaigns.

Because we think visually, we created this simple animation as part of a client pitch to explain how it works.

Labels: media

Posted at: 5:52 PM by Vivienne

Back in November, Hammad our Creative Director took to the stage at The Marketing Group explaining that product, brand and sales development isn't just for major organisations, but for smaller ones too! Carefully considered planning can produce effective communication campaigns; make one of your New Year's Resolutions to get your company noticed!

Labels: media, persona

Posted at: 1:56 PM by Vivienne

Our Client

The British Heart Foundation is the leading UK charity fighting heart and circulatory disease - the UK's biggest killer. Raising money for the charity means this much needed research can continue and with the ongoing promotion of healthy living will help to reduce the risk of heart disease. In order to keep the research funded the British Heart Foundation conducts year long fundraising campaigns, some of which are at national level whilst others are specific for each region's needs.

Those participating in fundraising are from different sectors of the community such as schools & groups, friends & relatives and businesses; some have chosen to get involved with fundraising activities because they have been affected by heart disease, or have decided to choose the British Heart Foundation as their charity of the year, or simply because they want to keep fit and it's fun to do! The events in which many of these people participate include: organised jogs and fun runs, bike rides, marathons and trekking - taking place here in the UK and abroad.

Raising awareness of such events is proving to extremely competitive as local and national charities are all jostling for pole postion to get in front of potential sponsors, donors and fundraisers.

Our Brief

Our Account Manager had a previous relationship with the British Heart Foundation (BHF), having worked on published advertising campaigns. Following an introduction to Persona Creative (at our launch party in early 2005), we were approached by Region Five of the charity to help them open up communications within the business community.

The BHF have excellent relationship with the local community, but they wanted to reach people in their professional lives; in particular large teams and businesses who could become corporate charity sponsors. We discussed ways of targeting this audience and using electronic media was the agreed to be the most effective method.

The brief set by the BHF was to design and send rich HTML email campaigns to businesses to encourage business owners and their employees to take part in a sponsored jog along Castle Wharf in Nottingham and at Graves Park in Sheffield.

As part of the creative, we needed to adhere to the well established visual identity of the British Heart Foundation.

The Delivery

When we started to design the email campaign we considered a number of factors which we knew to be of importance in it reaching the audience effectively. Firstly we produced an email which fitted exactly into the reading pane of popular email clients such as Microsoft Outlook - this is crucial as emails which require unnecessary scrolling loses the interest of the recipient and results in it not being read and ultimately deleted. We produced the email with the images being downloaded by the recipient after its' reached the appropriate inbox. This was to avoid unnecessarily clogging up users' inboxes and to circumvent spam filters as much as possible.

By sourcing localised data for the campaign, we were able to personalise the subject line as well as the body copy of the email. This helps to improve the unique click rates and return click rates. We know this because as part of our service we use a mail management system which reports on the success of such campaigns, these reports provide details specifying hard and soft bounces once again measuring its' success. We can also detect the varying levels of website traffic before, during and after the campaign, as we include the domain name address of the company on the email to encourage further interest.

To this end we are able to monitor the accuracy of this campaign with the response the client received within a matter of hours, this is a much more controlled and measurable way of conducting a marketing exercise, which led to the British Heart Foundation to use us again for another campaign elsewhere in the East Midlands region.

Labels: media