< backst john ambulance ctd

Working on the launch of the 2011 national commercial training campaign was the most complex in the four years we have been working on the projects.

Two major requirements of the brief were that it should follow on from 'The difference', a new brand direction, and 'Life lost', a multi-award winning campaign, developed for St John Ambulance by BBH. It also needed to build their substantial first aid supplies service into the commercial training proposition.

Richard Evans, Marketing Director for St John Ambulance's Commercial Training Division, commented "Impact's initial strategic presentation argued that we should break our annual campaign into two distinct routes.

"Firstly they conveyed that our existing client base would need to have our new proposition in a structured format clearly outlining the additions to our service. Our brand must not alienate or confuse a very loyal client base so Impact recommended working with our bi-annual mailing of course schedules to build this message on a national level.

"Secondly, for business development we should create a separate campaign that truly raises our position in the market. Their advice was to create a proposition to our future clients that conveys our overall brand and commercial services, placing us as the market leader. Quite simply it was the right thinking for what we wanted to achieve."

With St John Ambulance, the new national sales approach clearly positions them as the market leader in commercial training and supplies. Concise and succinct copy, together with beautiful art direction including bespoke photography of people who have benefited from their training, clearly put them ahead of other organisations in their sector. This will result in their brand being clearly positioned to both existing and new clients and enhance future performance.