Kingston Communications

Though KC is best known for its B2B telecoms, hosting, security and back up solutions, in the Hull area it is also the primary phone service provider. With a new phone tariff package in the pipeline and thousands of businesses to tell all about it, KC got in touch with Proctors.

All KC business customers were to migrate to the new fixed-rate, all-inclusive tariff, with no opt out to traditional billing.

There was also an option to upgrade to an all-inclusive national package. Our challenge was to communicate this information, generating positive PR and pre-empting initial questions, while minimising calls to the KC account management team.

The Proctors response
A campaign including posters for KC shop windows, adverts in local papers, DM and email pieces were created to communicate the change to customers. All communications highlighted potential savings, and focused on the fact that a fixed tariff means an end to unexpected outgoings – a real result for every business.

Information was conveyed clearly, tariffs were explained and a quirky, humorous creative execution was chosen to catch eyes and leave audiences smiling.

The results
In terms of marketing responses, less is rarely more, yet there’s an exception to every rule. Considering response to the introduction of fixed consumer tariffs, KC was concerned that the new business tariffs might receive a less than warm reception.

However, our launch campaign was a real success – response was positive, many existing customers upgraded and in raising awareness, KC even gained new business.