Superbrand Prontaprint scoops top award
Prontaprint has secured the accolade for 'Best Overall Marketing Campaign' in the Franchise Marketing Awards as a direct result of its £3million investment into a brand repositioning strategy.
Following 18 months of research, the new strategy is now rolling out across the UK and Irish networks after a seven centre trial boosted sales by 10 per cent.
Keith Davidson, Head of Marketing at Prontaprint, said: 'These awards celebrate the industry's most innovative and effective marketing campaigns. At Prontaprint we have not only demonstrated that effective integrated marketing boosts brand awareness, but that it has a direct impact on the bottom line.'
This success was also noticed by business investor Boundary Capital, which purchased Prontaprint and sister company Kall Kwik. Kealan Lennon from Boundary Capital added: 'One of the key attractions in this deal was Prontaprint's ability to differentiate itself in a very competitive marketplace and consolidate its business credentials with sustainable growth from the corporate print sector.'
Working with the UK's leading brand agency, The Partners, Prontaprint launched its new brand positioning with the key objectives of enhancing the company's B2B image, differentiating the brand and communicating the service offering more effectively. The campaign covered advertising, direct mail, public relations, point-of-sale, client care and internet, supported by a comprehensive six month learning and development programme for franchisees and their staff.
Keith added: 'Our award is a result of Prontaprint's evolution and sets the tone for a business driven to succeed with renewed energy and focus.'