Ainsworth & Parkinson

Redrow Builds Awards Portfolio!;

For the second year in a row A&P’s client, Redrow, has picked up an accolade in the prestigious Housebuilder Awards organised by Housebuilder Media, the leading information provider for the housebuilding industry and publisher of Housebuilder magazine.

Having taken the 'best marketing initiative' title in 2010 for its highly innovative broadband television channel Redrow TV, their 2011 entry focused on the ‘Our Pride-Your Joy’ marketing campaign, which features staff and customers in a television commercial, press advertisements, billboards and other marketing material. And, yes, Redrow walked away with another top award in the same category!

A delighted A&P Director, Chris Walton, said, ”We’re immensely gratified that our marketing initiatives have resulted in Redrow receiving this accolade for the second year running – we all share in the pride and the joy!”

The win comes less than a week after Redrow was a finalist in the hotly contested International Property Awards in association with Bloomberg Television and Google. The company was ‘Highly Commended’ for Redrow TV.

New Alliance For North West Training Provider;

Leading North West training provider, Alliance Learning, has appointed Ainsworth and Parkinson to provide full marketing and communications support over the next 12 months.

Ainsworth and Parkinson have been tasked with raising the profile of the training provider across the North West – promoting the wide range of affordable training courses available to businesses, communicating the benefits of apprenticeships and increasing job opportunities for young people who are increasingly becoming interested in work-based training as a way into their chosen career.

Rachael Smith, Senior Account Manager at Ainsworth and Parkinson, will be heading up the account and said:

“We’re absolutely delighted to have the opportunity to work with Alliance Learning. The next 12 months are going to be a challenging but exciting time as the training industry copes with reductions in government funding, the knock on effect of soaring university fees and restricted recruitment and training budgets for businesses.

“We’ll certainly have our work cut out but we’re looking forward to meeting the challenges head on with the team at Alliance Learning and increasing awareness of their services among the business community of the North West.”

The marketing contract will start from 1 August 2011 and will involve public relations, design, print and website development.

Julie Connolly, Deputy Chief Executive at Alliance Learning said:

“Ainsworth and Parkinson impressed us with their professional and creative approach and we’re delighted to be working with such a forward thinking team on what promises to be a busy 12 months.”

Ainsworth & Parkinson strike gold in Calderdale;

Ainsworth & Parkinson, in partnership with NHS Calderdale and Calderdale Council, have just celebrated winning Gold in the Yorkshire & Lincolnshire Pride Awards for best magazine, beating 1,200 other candidates.

Calderdale wanted to create a lifestyle magazine for local people, so they joined forces with A&P to give it the wow factor. The agency had prior experience of working with Calderdale, and coupled with their enthusiasm and commitment to the idea, they seemed the natural choice for Calderdale to use. A&P’s compelling design and artwork brought the editorial content to life and contributed to the magazine’s success in prompting action by readers – for example, in generating the take-up of access to NHS dentists.

Considering the stiff competition, being recognised as the gold standard is a real achievement, and one that the partnership is keen to build on.

Delivering the livery for DAF;

Ainsworth & Parkinson has designed DAF’s impressive new TRP van livery, which is now in the process of being rolled out nationwide. The livery features three superb parts shots on the side and rear of van along with a background graphic of the DAF XF, linking the TRP brand to the DAF dealership network.

That in itself is great news – but it doesn’t stop there. Because we’re also co-ordinating its introduction. We’ve teamed up with an award-winning signage company who will wrap each van using the latest industrial technology to ensure the highest standards. The wraps carry a 3M and Avery 5-year warranty, and are available at several locations right across the UK. It’s good to know that major names like DAF view Ainsworth & Parkinson as the agency to trust with such a huge project.

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Top Innovation Award for Ainsworth & Parkinson For Redrow.TV;

REDROW Homes used initiative and imagination in delivering its own broadband TV station, said judges of this year’s Housebuilder Awards for innovation and excellence.

Housing developer Redrow took the trophy for ‘Best Marketing Initiative’ in the annual awards scheme, which recognises developers who do things differently.

“Marketing continues to be a hard task in a tough world, but champion Redrow imaginatively utilised the power of TV and the internet to market its homes,” said judges for Housebuilder Media, the leading information provider for the housebuilding industry and publisher of Housebuilder magazine.

Developed earlier this year by marketing agency Ainsworth & Parkinson, Redrow.TV is believed to be a first for the UK housing industry.

Accessed online through a direct URL (www.redrow.tv) or via Redrow’s existing website (www.redrow.co.uk), it uses extensive film footage to keep customers up to date with all things Redrow. There are regional news broadcasts - updated weekly - plus films about Redrow developments, show homes and locations.

The most watched content includes a series of short films explaining incentives such as part-exchange and HomeBuy Direct in a straightforward, easy to understand manner.

Kim Peters, Redrow’s group sales and marketing director, commented: “When times are tough there’s a tendency for companies to cut back on advertising and marketing in a bid to save money. However with our agency partners Ainsworth & Parkinson we saw an opportunity to steal a march on our competition and bring our product to a much wider audience. We’re delighted that our investment has been recognised.”

Redrow.TV is available wherever users get broadband – at home, at work, even on their mobile phone.

“It has played an important role in our marketing campaign for the New Heritage Collection, allowing us to really bring the character and quality of these homes into people’s daily lives in an easy to digest manner,” Kim added.

The broadband TV channel was developed for Redrow by north west based advertising, marketing and digital interactive marketing agency, Ainsworth & Parkinson, who continue to manage its operation.

A&P director Chris Walton said: “We’ve tapped into the fact that more and more internet users want to view video content rather than read text. They also want information to be easily accessible - wherever they are. We’ve been active in developing the concept for some time now and it was the perfect fit for Redrow’s marketing needs. We doing everything in house from script writing, film, editing and post production, which means we can keep control of the process and costs, as well as deliver a high quality finished product.”

A&P work wins Green Award for Best Audiovisual;

Ainsworth and Parkinson achieved national recognition last week, when our film work for local school children won the Best Audiovisual category at the Green Awards in London.

Working in partnership with Global Renewables Ltd, Lancashire County Council and Blackpool Council, A&P created three short films explaining the importance of reducing, reusing and recycling waste to children aged 7-10.

The films were distributed to over 500 primary schools, accompanied by a teachers’ pack and downloadable resources, and have proved a huge success with staff and pupils alike.

The Green Award is the third award A&P have won in the environmental arena, adding to the Institute of Sales Promotions Gold Award won in 2006 for the Recycling Rewards for Schools campaign in Calderdale, and the Valpak award for Educational Campaigns won by the agency in 2008 for the High School Recycling Challenge in Hyndburn.

The Green Awards are a major event on the international environmental calendar, with this year’s event featuring speeches from environmental campaigner Sir Jonathon Porritt CBE and the Rt Hon Ben Bradshaw MP, Secretary of State for Culture, Media & Sport.

Irene Wise from Global Renewables Ltd and Clare Atkinson from Lancashire County Council accompanied A&P Account Director Neil Maver to the awards.

Irene was thrilled with the agency’s input into the project. “A&P have a creative approach which I find unique and engaging, they are great listeners and thinkers and have a genuine warmth and humour,” she explained. “This award is so well deserved and I believe it will be the first of many.”

A&P are currently working in partnership with GRL, LCC and Blackpool Council again, creating a major new multi-million pound education centre at GRL’s brand new waste management centre in Leyland, which includes an innovative walkway taking school parties through the plant.

A&P founder and Director Tony Ainsworth, was delighted to win such a prestigious accolade. “This award reflects the agency’s growing ability to produce high quality audiovisual work, handling the whole package in house, from concept to camera work, editing to post production. I would like to congratulate everyone involved in these excellent films.”

A & P Awarded West Midlands Road Safety Campaign;

A&P have been awarded a contract with the West Midlands Casualty Reduction Partnership to develop a high profile road safety campaign to be delivered throughout the areas of Warwickshire, Staffordshire, Gloucestershire and the West Midlands.

The campaign will target young drivers aged between 17-25 and will focus on in-car driver distractions and speeding. The creative will be delivered through outdoor advertising, cinema advertising, radio and posters at key locations throughout the regions.

The campaign is set to launch towards the end of August. A more detailed case study will be posted on this site following then.

DAF Website is 'slick, professional and informative';

The new DAF dealership websites, designed by the digital team at A&P, scored an impressive hit with industry magazine Commercial Motor.

Rating the site 9/10 for appearance and 8/10 overall, the magazine’s Webwatch section enthused that the project was ‘everything a franchised dealer’s website should be – slick, professional, informative and packed full of information’.

The article reviewed the site of DAF franchise Ford & Slater – one of over 70 DAF dealer websites that are either live or under development by A&P. Innovatively, the product information for each site is updated centrally by DAF, leaving the individual dealers free to concentrate on their unique local information, stock levels and special deals.

Additional benefits of the site include the facility for dealers to create marketing emails and printable Adobe pdf leaflets at the push of a button, featuring up to date links to current used vehicles featured on the site.

It’s just one more example of how the A&P Digital Team combines cutting edge technology with a genuine understanding of end user needs, to create solutions that are both powerful and easy to use.

Staffordshire County Council award eco centre project;

As part of their Climate Change communications programme, Staffordshire County Council will be building a low carbon visitor centre and educational facility, situated in Apedale Community Country Park. It will act as a flagship development to showcase alternative sustainable energy technologies and sustainable methods of design and construction.

A&P have been commissioned to work alongside the architects and Climate Change team to advise and develop the internal space of this building so that key climate change messages are conveyed in the most engaging way for the visitors.

Construction doesn’t start until 2010, but talks are well underway to firm up plans for the centre.

Scott Health & Safety trust in Ainsworth & Parkinson;

Ainsworth & Parkinson have launched a major marketing campaign for Scott Health & Safety, global leaders in the provision of Personal Protective Equipment.

The campaign focuses on the depth of trust that Scott customers have in the company, built as a result of years of experience in the health and safety market. Combined with research to deliver the most advanced products available, specialist training, customer support and technical advice Scott Health & Safety has earned the trust of Industry, Military and Emergency Services throughout the world.

To display the range of products and services available to industries such as Oil & Gas, Construction, Energy & Utilities and Pharmaceuticals a new website, www.trust-scott.com has been launched. The site is packed with industry articles, filmed product presentations, technical support, product information and testimonials from a range of industry and military figures. The website is supported by online advertising on key websites, trade advertising plus an email campaign to industry leaders across the world.

In the current market uncertainty the campaign seeks to underline that Scott Health & Safety remain the one company to trust for all Personal Protective Equipment.

A & P Awarded contract to create an Image Bank for Elevate East Lancs;

Ainsworth and Parkinson have been awarded the contract to create an Image Bank for Elevate East Lancashire to store and organise the thousands of photographs and images that the organisation hold.

The Image Bank will be custom built for Elevate East Lancashire to meet their specific requirements. Access to the library of photos will be password protected and a comprehensive search facility will enable registered users to find relevant photos from the huge library of data.

Key personnel at Elevate East Lancashire will also be given access to a bespoke Content Management System which has been built in-house by A&P. This will enable Elevate to have full control over what information is on the site and add information and images as and when required.

A Safer Preston;

In addition to their overall ‘respect our city’ campaign, aimed at generally raising awareness of civic pride and acceptable behaviour, the Safer Preston Partnership also required a specific campaign aimed at a particular problem for the town – that of graffiti. In an open pitch, A&P were delighted to consolidate our position with this client.

The Brief

To create a campaign aimed at young people, emphasising the fact that graffiti is not cool and harmless, but is in fact a crime, which can leave you with a criminal record if convicted.

The Concept

The problem with this campaign was that while the message had to be hard hitting with an instant impact, clearly the target group were not the sort of people who liked being told what to do, or who responded well to authority.

We got around this by using impactful messages, but framing them in a graffiti style, giving them visual impact and avoiding the look of authority. A clever play on words also helped to get the message through, using humour to break down the barriers.
The end result was a striking campaign, which the target group could easily relate to, yet which also carried a very straightforward message that pulled no punches.

The Production

The ‘Tagg it and you’ll get Court’ campaign was launched to around 1000 young people at an under 18’s night held at Lava nightclub in Preston. The evening was themed to highlight the consequences of graffiti crime and encourage youngsters to take responsibility for their neighbourhood. Special Taggit t-shirts were produced for the event and given away to support the campaign. Street Dancing act Nemesis, also seen on Britain’s got Talent, also performed on the night.

The campaign will now be rolled out with posters and flyers around the city.