I got a mention in Marketing Week:
Integrated brand communication agency Bell also used direct marketing to kick-start its Cracking Ideas project for the UK Intellectual Property Office, aiming to bring innovation to classrooms, with a website and competition for budding inventors. A CD-Rom was sent to teachers directing them to the Cracking Ideas website, which offered online resources that fitted with the National Curriculum. Some 8% of the UK’s primary schools downloaded work schemes and took up the invention challenge.
“DM is a difficult one to get right – creativity and testing are key,” explains George Butler, strategic consultant at Bell. “An authentic tone of voice is important – teachers do not want to be patronised; they want communications to speak directly and clearly, and they search out innovative ways to help solve problems they have in their classroom. “We tend to test ideas on focus groups to make sure they hit the mark,” he adds.