Magazine article Marketing

THE MARKETING SOCIETY AWARDS 2002: Internal Marketing

Magazine article Marketing

THE MARKETING SOCIETY AWARDS 2002: Internal Marketing

Article excerpt

WINNER Client: Silentnight Beds COMMENDED Client: Orange Agency: Thirteen 

WINNER

Commended in this category last year, Silentnight Beds believes that a loyal, educated and motivated workforce contributes to a more efficient business. The marketing department is responsible for devising and running the ongoing internal communications programme.

When the company decided to embark on a pounds 6m national TV ad campaign last year, after an absence of 15 years, it was important that staff be kept informed, and see why the investment was necessary.

All staff were taken to head office for a 'Business Awareness Presentation', which included a first screening of the ads and a video on how they were made.

To support the advertising, Silentnight sponsored ITV drama Where the Heart Is, and ran a staff competition for a walk-on part.

The 2001 marketing strategy also involved a major corporate citizenship campaign. In aid of the charity REACH, Silentnight launched its Biggest Bedtime Storytelling Event, where celebrities read their favourite stories to children. …

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