Kärcher - NHS Cleaning Management System logo

Kärcher - NHS Cleaning Management System Direct Mail

Kärcher - NHS Cleaning Management System Direct Mail Pack Cover

Kärcher - NHS Cleaning Management System Magazine Cover Wrap

Kärcher - NHS Cleaning Management System Advertising

Kärcher - NHS Cleaning Management System Microsite

Kärcher - NHS Cleaning Management System Interactive Flash and Video

Kärcher - NHS Cleaning Management System Promotional Video

NHS Cleaning Management System Integrated Campaign

Originate

NHS Trusts traditionally purchase cleaning equipment from a ‘mop and bucket’ budget. Kärcher needed a way to get this important and topical subject onto a board’s agenda and view it as a strategic procurement practice. To encourage this, Marketing Team Direct created the ‘Cleaning Management System’ identity, designed to give Kärcher’s offering real weight. By uncovering the process Kärcher goes through to recommend equipment, a set of 3 icons representing measurement, time and finance were designed and the line ‘A Radical New Approach to Hospital Cleaning Management’ was born.

Integrate

Media planning and buying consisted of a high impact launch with specialist industry publication cover wraps, double page spread advertising and supporting PR, reducing to single page adverts in subsequent publication issues to retain awareness. Simultaneously, a direct mail pack was sent to all the appropriate buyers and influencers within Trusts. A specially built website carried the video case study and the interactive hospital schematic showed typical hospital areas matched to cleaning equipment solutions which added reality to the proposition. The sales force now has a comprehensive NHS proposition to present to future Trusts.

Accumulate

Everyone involved in the sales, marketing and client management process now understand what Kärcher are aiming to achieve in this sector. Kärcher now have a complete sales tool kit for taking a consistent and demonstrable proposition out to all NHS Trusts. Leeds Teaching Hospitals Trust now have in excess of 400 pieces of Kärcher equipment in use across 6 sites. Interest from other high profile Trusts is strong. Smaller Trusts have been quick to take up the free equipment trial and sales have been encouraging. The website www.karcher-nhs.co.uk achieved Google page one rankings for key search terms within one month of launch.

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Campaign components

Campaign logo and positioning
Sales support material
Direct mail
Brochure
Video case study
PR
Website
Media planning and buying
Press advertising
Flash graphics

Visit the Website

www.karcher-nhs.co.uk

"From an initial discussion Marketing Team Direct proposed, produced and implemented a campaign that was totally on brief and to budget. Work like this is helping us to change the way we approach different sectors to achieve better results"

Simon Keeping, Managing Director - Kärcher (UK) Ltd

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