British Energy has chosen Mtivity to enhance its customer relationships, improve marketing workflow and reduce its marketing costs. The solution is being deployed by London agency Inner Circle in conjunction with Hewlett Packard.
British Energy produces a fifth of the UK's power. The company was privatised in 1996 and operates in a highly competitive market. The creation of strong customer relationships is crucial for the long-term success of the company.
Inner Circle, a London-based marketing communications agency, proposed Mtivity to British Energy as part of its print-on-demand collateral management solution, which it calls 'Marketing Plus'.
The solution included a significant amount of one-to-one communication, which appealed to Andy Richards, Head of Marketing for British Energy's Direct Supply division. He commented:
“We were looking for a way of reaching our industrial and commercial customers more effectively, and this programme allows us to accomplish that through materials that are actually designed for the customers being addressed. Ultimately, it also represents a substantial cost savings, since we can now order documents in the exact quantity needed, so there’s no waste and no need to pay for storage facilities. It’s similar to a virtual library, in that we can take what we need, when we need it.”
The Mtivity solution takes advantage of Hewlett Packard's advanced digital press technology.
Derek Potts, managing director of The Inner Circle Group, said:
“Using Mtivity with the Hewlett Packard digital press solved the need to monitor brand compliance at the outset. The British Energy brand included the need for two Pantone colours, and with HP’s IndiChrome technology and the HP 3000 6-color digital press, we were able to deliver a perfect match. And because it’s digital, we have recorded the settings so we get the same results time and time again.
We also redesigned the previously supplied folder artwork to accommodate the full printing area of the press, so we managed to keep the entire project within the digital environment. And that’s another key advantage, since the cost of reprinting the folders on demand via litho would have been prohibitive.”
British Energy was also impressed with the combined capabilities of the Mtivity and Hewlett Packard technology. Andy Richards of British Energy, added:
“Branding and print quality are obviously important to us and the quality of HP digital printing is virtually indistinguishable from that of lithographic, or conventional, printing.”
A key advantage for Inner Circle is using Mtivity's marketing management software to develop new business and win new customers. In partnership with Hewlett Packard and Mtivity, Inner Circle and its print partner, Touch Solutions, is the first company in Europe to install the HP Indigo 3000, 6 colour digital press with HP Production Flow capabilities. Together they are delivering a completely new kind of digital printing solution, that not only delivers cost savings through print on demand but also offers lithographic-quality printing and fulfilment within 48 hours.
This solution more importantly allows British Energy to update information on an ongoing basis, so there is no need to throw out the usual overstock of outdated materials. By facilitating on-demand print procurement, they have seen results that are 16% to 35% higher than those generated by traditional processes.
British Energy plans to generate significant savings and a rapid return on investment once they have their editorial content the way they want it. The company should then start expecting to see returns against its marketing budget through reduced wastage and lower expenditure. It is also incorporating a newly enhanced database that will allow even more targeted marketing opportunities. It is a positive step forward for its communications programme as a whole.
Matthew Atkinson, CEO of Mtivity, said:
"We are delighted to work with partners such as Inner Circle and Hewlett Packard to provide an innovative solution for British Energy. There are huge opportunities to use marketing management technology to make marketing more efficient. Traditionally, marketing has been poorly served by technology and we see Mtivity breaking new ground in helping marketing professionals in enterprises and agencies get marketing done on time, on budget and on brand."
Notes to Editors
Mtivity builds and delivers marketing management software as scalable browser-based applications. The Mtivity product suite gives marketing teams and agencies of all sizes a complete view of marketing workflow, digital assets and financial status. Mtivity sells to marketing professionals in all sectors and enables its clients to manage the complexity of marketing today. With Mtivity, marketers deliver exceptional results on time, to budget and to the highest creative and production standards. Mtivity was founded in 1999 and is based in London. www.mtivity.com
British Energy plc is the United Kingdom's largest generator, producing one fifth of the Country's electricity, employing approximately 5200 staff in the UK. British Energy is a merchant generator in the UK, selling its output into the wholesale power market or under arrangements with energy supply companies. The Company was privatised in 1996 and is listed on the London and New York Stock Exchanges, trading under the symbol BGY.
Inner Circle is a marketing communications agency specialising in bringing together creative marketing and technology. With a 14-member staff and over 1.9 million pounds in revenues, Inner Circle specialises in creative marketing combined with leading-edge technology, regularly producing successful go-to-market promotions for large, blue-chip clients.
HP is a leading global provider of products, technologies, solutions and services to consumers and businesses. The company's offerings span IT infrastructure, personal computing and access devices, global services and imaging and printing. HP completed its acquisition of Compaq Computer Corporation on May 3, 2002.
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