Travis Perkins
As the primary contact for Travis Perkins throughout a year-long contract, I oversaw both national and local campaigns, ensuring seamless execution from initial client briefings to media placement dispatch.
With a budget exceeding $450,000, this role required comprehensive end-to-end management and the delivery of various assets, including static social media content, motion graphics, and radio productions.
My responsibilities involved serving as a direct liaison for key stakeholders, including the Head of Digital, CRM, Category Managers, Head of Creative, and the Director of Marketing.
To facilitate effective communication and collaboration, I organized bi-weekly status updates that included internal and external stakeholders, fostering a cross-functional approach between the Client Services team, Paid Media, Creative Team, Organic Media, and the Travis Perkins client.
Additionally, I coordinated in-person meetings that required detailed travel organization to ensure alignment on project goals and deliverables.
This project was based in the United Kingdom.
To learn more about Travis Perkins, see here.
Goals & Objectives
The primary goal for 2024 at Travis Perkins was to achieve year-over-year growth in ROI from advertising spend.
To support this, the key objective is to implement strategic, segmented campaign messaging that resonates with targeted audiences, with performance tracked across fiscal quarters to ensure alignment with overarching business objectives.
My Responsibilities
Billing / Budget Ownership
I oversaw the monthly billing for retained projects and ad-hoc campaigns, ensuring timely processing of invoices. Additionally, I participated in weekly standups to discuss billing status, maintaining transparency and accountability throughout the project lifecycle. I also monitored project budgets, providing regular financial updates to stakeholders to ensure alignment with project goals.
Creative Management
As the primary coordinator, I scheduled creative team members on relevant projects to ensure timely delivery. I facilitated initial and amendment briefings to communicate project objectives and client expectations, while also coordinating internal and external approvals for creative deliverables. Maintaining open lines of communication allowed me to align stakeholders and drive the successful on-time completion of high-quality outputs that met client expectations.
Project Management
Management of complex timelines across multiple projects while overseeing a large number of deliverables to ensure success. This involved orchestrating project plans, monitoring progress against schedules, and identifying risks to maintain alignment with client objectives. I coordinated cross-functional teams and facilitated communication between stakeholders, ensuring a cohesive approach to project delivery and timely resolution of any issues that arose.
Example Campaigns
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Example Campaigns -
National (UK) Campaigns (e.g. Landscaping)
The 'Travis Perks' Landscaping campaign by Travis Perkins creatively showcased its commitment to 'Doing What Matters For The Trade.' By combining individual benefits into a versatile platform, the campaign adapted with seasonal changes to help tradespeople maximize savings.
Targeting B2B tradespeople with humor, the campaign focused on promoting landscaping deals and reinforcing Travis Perkins as the go-to destination for landscaping products.
The campaign utilized OOH, digital media, and radio, featuring a 30-second radio ad aired on talkSPORT for 10 weeks. This ad engaged tradesmen aged 25-54 and highlighted Travis Perkins' extensive product range and exclusive deals.
With strategic integration across channels, the campaign was designed to enhance both digital and in-store conversions. The radio ad alone achieved an ROI of over 80%, generating over £200,000. Overall, the campaign garnered over 7.871 million impressions.
2023 Local Branch Openings
The main goals of Travis Perkins' 2023 Branch Opening campaigns were to drive regional awareness of new or relocated branches across the United Kingdom. These smaller campaigns ran on either side of the opening date for each branch. In total 9 branches opened or relocated, which generated 12.47 million impressions and has a VTR of 29.12%.
Benchmarx Campaign Support
As a member of Travis Perkins PLC, Benchmarx also falls within my bandwidth as an Account Manager, the brand was established in 2006 and has over 120 branches. They offer a range of high-quality kitchen ranges to suit all tastes and pockets as well as leading brands in appliances, worktops, and joinery. They offer top-quality, on-trend looks at affordable prices.
Over the last year, there were two campaigns we ran for Benchmarx. The first was the Benchmarx Big Savings Event (2023), which ran across radio, digital, and OOH. The second was a general brand campaign that ran digital assets and defensive search.
