Mixed media case study.Anglian Home Improvements.

A case study by Latitude

The Challenge

Lattitude were briefed to deliver a fully-integrated campaign to ensure Anglian’s survival in a competitive and rapidly changing market hit head-on by the credit crunch.

The Solution

Lattitude worked with Anglian to design and launch a fully-integrated marketing campaign, covering TV, national press, digital display advertising supported by an affiliate advertising and niche press campaign to target specific segments. All enquires from the campaign were then driven by PPC (Pay per click search) and direct mail campaigns.

Anglian introduced a real-time online feedback loop in its call centre to help the sales team evaluate the quality of leads from different channels enabling Anglian to respond to customer feedback and react quickly to market changes to maximise sales. Lattitude and Anglian also launched a new user-centred website with improved SEO to attract potential customers who are researching and comparing products online. PPC was used in the design of the site to identify best performing keywords for SEO. This was supported by User and Multivariate Testing (MVT) which was used to give better information access to improve online conversion to quote rates.

The success of the campaign was built upon by the cooperation of all parties involved. Latitude conducted seminars with the Anglian call centre and sales team about the importance of different marketing channels re-building the sales team’s confidence in online leads. In addition all marketing agencies (online and offline) were encouraged to communicate freely, with a formal show and tell every quarter, to ensure consistent messaging.

Monthly digital meetings were used to generate new campaign ideas, share information and evaluate performance of current activity. In addition a brand management strategy implemented to monitor ‘brand noise’ on the internet with the initiation of an Anglian blog to encourage customer discussion.

The Result

• Anglian survived throughout 2008, when many competitors went into administration.


• 18% increase in lead flow via online sources from Sept 07 - Oct 08.


• Conversion from enquiries to leads increased from 35% in Jan 08 to 65% by Oct 08.


• Cost-per-sale was very healthy against a marketing spend of 13.5% during a period of declining consumer demand.


• Brand awareness and leads generated from SEO positions Anglian has held during 08.