Agency Focus: The C&IT Challenge

This month's brief is to run a three month pre-event marketing campaign using the web and other channels to motivate a retail client's staff to compete for an overseas incentive.

We would develop a microsite as a hub for the client's product communications, training and the incentive itself. Pre-launch, there could be a product-training video and merchandise distributed to raise awareness of the microsite. A launch email could provide a click-through to the website where incentive programme details would be revealed. A destination photo gallery could be made available as a screensaver. A weekly email or text could drive traffic to the website and we would run weekly product quizzes and draws. We would also set up forums and groups to allow questions and best practice to be shared and to drive greater employee engagement. The final incentive would be based at Monte Mulini on the Istrian Peninsula in Croatia.

- Paul Stoddart, managing director, Euro RSCG Skybridge.

The qualifiers would spend five nights at Paraiso de la Bonita Resort & Thalasso in Cancun. All pre-event marketing would link to the 'Countdown to Cancun' theme with spot prizes and teasers being offered throughout. Initial communication would be sent to all staff and include a one-minute showreel, a pre-programmed and branded countdown stopwatch, a calendar and screensaver. Staff would be directed to a website to compete in weekly spot quizzes, with the chance to win Mexican themed prizes and resort upgrades. Staff would set the website as their homepage and it would feature a countdown clock. Each staff member's progress would be monitored and weekly email blasts naming the top sales person would be sent.

- Anna Porcherot, account director, Eventwise

As the destination for the sales incentive, we would propose the five-star Westin Dragonara Resort in Malta. It is good quality, offers value for money, has excellent facilities and is close to the restaurants and nightlife. The travel incentive would be the top tier reward, targeting top achievers. To further boost sales, we would propose a two-tier structure, which would include vouchers and merchandise that would be awarded to other staff. The campaign rules and targets would be posted on a website alongside monthly sales figures and league tables. Posters would be put up in staff rooms, and employees would receive regular SMS updates. For the final drive, apt teaser materials would be sent to stores.

- Melissa Long, account manager, Vantage Point

Arizona and a four-night cowboy experience at Rancho de Los Caballeros, with a visit to the Grand Canyon would be the award for the programme, with a 'Grab the Bonanza!' theme. We would launch the promotion to staff at presentations where objectives, rules and targets would be outlined and staff given a web address and unique PIN to visit a themed microsite. Postcards would be mailed to participants before launch, inviting them to solve clues to determine the destination. Staff room posters, inserts in pay packets, teasers such as Johnny Cash CDs, cowboy hats, bandanas and itinerary wallets would also be deployed. The microsite would offer spot prizes and chances to win a wildcard prize by playing online product knowledge games.

- Tina Morris, managing partner, Adding Value.

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