Royal Mail MarketReach

How Reading Room helps deliver creative digital marketing for the nation’s postal service, to educate and inspire the marketing community on the efficacy of mail.

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As part of the Royal Mail Group, MarketReach offers a breadth of mail services and tools that encompass direct mail, catalogues, door drops, and recent innovations such as programmatic mail. The team includes experienced data planning and media specialists, who are on hand to help marketers integrate and optimise the use of mail as part of the marketing mix.

Challenge:

MarketReach sought to challenge perceptions about the relevance of mail as an advertising medium, whilst reinforcing the brand’s credentials as a modern, digital-savvy marketing organisation.

To support this broader campaign, the business was looking to develop a stronger digital presence, making better use of social media and other digital tactics to engage marketing and agency professionals about mail as an effective media channel.

We were appointed to develop and deliver a renewed social media strategy for the division.

Our challenge was to take a more strategic approach to the use of social media and digital marketing, ensuring that digital activity delivered value in the form of brand engagement and lead generation.

Approach:

Profiling helped to identify what topics and content formats resonate with each customer segment, as well as consumption habits across digital and traditional media. On completion of the initial discovery phase, we designed a customer-centric social media and content strategy aligned with the topics that marketing and advertising decision-makers were engaging with across the industry.

The resulting content plan addressed the requirements and objectives of multiple departments within the business, and encompassed a broad range of content from website articles and LinkedIn blog posts, through to interactive quizzes, animated GIFs, and video.