A Job Well Done For HomeServe

Objective/Brief:

HomeServe already offered warranties and emergency repairs in the home through a range of partners and had built up a network of approved tradesmen. The company took the decision to utilise this network by launching a ‘jobs on demand’ service, One Contact, aimed at consumers, in which householders could book HomeServe tradesmen to undertake jobs around the home.

The key objective of the integrated marketing communications campaign was to:-
1. Sell 6,000 jobs in the West Midlands region between October and December 2008

To support this campaign the specific objectives were to:
2. Identify the PR activities which produced the best Return on Investment (ROI) and therefore be included in the strategy for a nationwide roll-out
3. Generate at least ten items across three major West Midland’s publications during the pilot

Conclusions:

The results of the evaluation were communicated at an inter-departmental forum. MML’s research was praised for being ‘incredibly valuable to the PR Team,’ providing ‘independent, qualitative commentary’ which supported the quantitative aspects of the reporting.

1. MML’s research showed that, as part of the integrated marketing communications campaign, the PR element had an important part to play in contributing to the objective of booking 6,000 jobs during the pilot.

2. Journalist Trials were identified by MML as being the most effective PR activity for achieving beneficial coverage, accounting for 18% of the total. Research Based Media Releases/Interviews were the most productive, accounting for 42% of all items.

3. The Team successfully met its objectives of: generating ten media items in the three major West Midlands publications; 80% of media items containing at least one Key Message (81% being achieved). The most successful Key Message, HomeServe undertakes tradesmen jobs in the home, was mentioned in 78% of the total items. The campaign was most effective in the West Midlands target region; 54% of the total items featured in regional priority media outlets.

Emma Harvey, Director of Communications at HomeServe, said of the research; ’It has helped provide independent intelligence which proves the value of the PR Team as part of an integrated marketing campaign. It has highlighted the incredible value of PR as part of the mix, which has lead to a desire for the business to up weight the use of PR in the next phase of the project.’

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