Venture Finance plc
Breathing life into finance with targeted messaging & creative strategy
Context
Venture Finance plc is part of a global finance network. Through invoice, asset based and structured corporate financing, Venture enables businesses to maximise cash flow, expand their business, make acquisitions and invest in machinery, stock and property.
Brief
Having worked with Birddog for five years, Venture Finance tasked us with finding a communications solution that moved them on from the one developed in 2005/06; something that elevated them above their competitors which was clever, humorous but still easily identifiable as Venture Finance.
Venture was keen to maintain elements of what gives them the competitive edge in the marketplace and wanted to develop their existing creative, rather than completely re-invent the wheel. With an innovative approach to finance, Venture felt they needed a Creative Platform that reflected their personality but didn’t throw away the heritage built up over 17 years.
Equally important, was for the platform to enable 100% consistency of execution across the entire marketing mix, both above and below the line. The challenge for Birddog was to help Venture Finance refresh the current brand visually in order to demonstrate how it could evolve, and how it would be implemented tactically.
Objectives
To conceive, develop and deliver a creative execution that positions Venture Finance as less conservative/risk averse than current perception.
Increase awareness of Venture Finance across market sectors
Position Venture Finance as the premium independent in the marketplace
Educate the target audience that Venture can cater for any finance situation
Solution
- Creative Platform® delivered to visually articulate the strategic messages of the new Venture brand
- Bespoke image scenarios developed along the theme of ‘Creative Venture’
- Core brand messaging developed more fully to give substance to the creative and to serve as the basis for all brand-level communication
- Apply concept to tactical communications including: Corporate Collateral / Website /Press Advertising /Direct Mail /Email /Customer/Prospect Newsletter /Posters
Results
- Birddog re-appointment to develop Creative Platform
- A unique look and feel, which has achieved ‘stand out’ in an otherwise quite dull marketplace
- 111% increase in leads through new website
- 44.1% increase in lead generation
