AGENCY: Tayburn

Tenon is the ninth-largest accountancy firm in the UK. In an increasingly homogenised sector, Tenon needed a tactical campaign that would help build their brand and increase sales.

With forthcoming changes in tax and pension legislation, Tayburn – who developed Tenon’s original brand and visual identity – saw an opportunity to provide practical information to Tenon’s entrepreneurial client base. After testing and confirming the relevance of this idea with the target audience, Tayburn devised a hard-hitting postcard campaign, supported by email activity, to raise awareness of the cumulative effect of the legislative changes on personal income and business. The print-based and online communications urged entrepreneurs to take pre-emptive action to protect their wealth in the months ahead, promoting Tenon’s services in the process.

The results were impressive. From an outlay of £58,330 including print and postage, by May 2010 Tenon had won £1,431,000 worth of business – representing a 2,453% return on investment.