'Gingerbread men' runner up for Best lead generation campaign for SLG Marketing

SLG had begun repositioning itself as a specialist marketing agency for the construction sector. It needed to convey the specialist message to potential new clients in a clear convincing manner and persuade them to begin a dialogue with SLG.

Primary research undertaken by SLG revealed that its top 700 potential clients required their marketing agency to have proven market understanding and an effective creative approach.

SLG then assessed the trends and issues within the construction sector and identified that the government's 'Building schools for the future capital building' programme had set aside a considerable budget for the new build and refurbishment work on the UK's educational infrastructure.  The agency decided to use the programme to convey its specialist stance by alerting potential new clients to the huge opportunity.

Gingerbread men
SLG's research had shown clearly that four key groups comprise the decision-making unit in the specification process for the educational projects: architects, contractors, education authorities and headteachers. A gingerbread man figure was created to represent a member of each of these groups and used as the imagery to convey SLG's understanding of the sector.