Bring our segmentation to life
Our client was a government department. They had undertaken a robust segmentation of the UK small, medium and mid-sized business universe. A much more accessible and creative reporting format was required to optimise interest and usage of the piece across a range of cross government teams in marketing and communications.
A series of steps were taken to bring this data and information to life. The initial stage was immersion in the data to get really familiar with the individual segments and their characteristics. This led to us developing a visual identity and name for each segment, and producing a highly visual report. Via close links with businesses, we were able to assign real-life businesses as case study examples to the segments. Following this, we led a series of interactive workshops to introduce the segments, and to drive out ways in which the information and insight could be adopted depending on the policy and campaigns focus for specific departments.
This work was highly valued across government, and the outputs encouraged interest, engagement and usage of the data resulting in it being foundational for some campaign strategy and development work.