Fund Management
Our fund management clients rely on Concep’s expertise and technology to communicate to keep their key audiences informed of fund performance and the long-term value being created.
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The Client
Kensington is a leading specialist lender, offering Prime, Self-cert and Buy to Let mortgages. They specialise in helping people who are self-employed, have irregular incomes or are simply looking to buy a property to let as an investment. Kensington’s policy is to offer simple mortgage solutions to all customers based on clarity, flexibility and fair pricing.
The Pain
Kensington required a solution to help manage its business forums; a series of 5 workshops in 4 locations aimed at mortgage brokers in the industry. It required consistency in communication and process. Incentivising the audience (weekend away in Paris) was a key component of the campaign.
The Solution
Concep deployed an integrated solution firstly ensuring Concep Evolution consulted with Kensington to develop its campaign and creative strategy. Throughout the campaign, the incentive scheme for registration was re-affirmed with the consistent use of a symbolic cocktail glass in all communications. Concep Campaigner was used for “Save the Date” emails and invitations and Concep Event was used to build the campaign microsite dedicated to the campaign. The microsite contained both pre and post forum areas, all fully branded to fit both Kensington brand guidelines and the creative concept established for the campaign. Event also managed the delegate registration process, enabling all attendee data to be stored in one place. Crucially, through the integrated use of Event and Campaigner a data audit trail was established for all communication. Promotional advertisements were added to the Kensington website to encourage registration and drive people to the registration form based on the microsite i.e. the opportunity to win a weekend trip to Paris. As part of the registration process, questions were asked of the delegates to ensure the event was tailored to specific requirements - the microsite housed all event information, including password protected access to documentation post event. Event’s survey tool was used to collect feedback from the delegates after the forum.
Results
The interactive reporting of both Campaigner and Event enabled Kensington to run more effective and targeted sessions based on the collective results. Concep saved Kensington administrative time and increased the efficiency of the campaign e.g. delegates could manage their own details online.
Save the date emails, which were sent to 263 recipients, averaged a 40% unique view rate, with the highest at 48%. “Register now” emails were sent to 419 recipients recorded a 40% unique view rate. The final, “Register now limited places left” email campaign was sent to 213 recipients showed a 37% unique view rate.
Testimonial
“The email campaign produced by Concep resulted in a large number of registrations for the Kensington Business Forums and in a crowded mortgage calendar this is no mean feat. Concep helped us to capture the attention of our customers and, with the information delivered from the various Concep tools, we were able to tailor the events to provide exactly what the delegates wanted.”
Alex Hammond, PR Manager at Kensington
