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Archive for the ‘Case Studies’ Category

Driving Diversity Forward

Saturday, June 6th, 2015

As part of a recruitment drive to encourage more women to try bus driving as a career, Brighton & Hove Buses held an open day at their Newhaven depot and asked us to come along and capture the excitement . Brighton and Hove Buses is an equal opportunities employer – this video demonstrates just one area of the work carried out by the company’s Diversity Forum. No applicant or employee receives less favourable treatment on the grounds of gender, age, disability, religion,

On Route Radio

Tuesday, April 6th, 2010

main-logos

April 2010 and the launch of ‘On Route Radio’, the new online radio service from Brighton and Hove Buses.

In this, their 75th Anniversary year, Brighton and Hove Buses are pleased to announce the launch of a new radio service on their website www.buses.co.uk

In a bold move, one of the country’s most progressive local bus companies has employed the services of Brighton based production company Your Message Made Easy to create a series of monthly radio features which can either be downloaded or streamed online.

The features will highlight some of the special ticketing deals, focus on some of the great days out available on the company’s buses and luxury coaches and provide entertaining and engaging content for the people of Sussex.

Mark Walker, Creative Director at Your Message Made Easy says “The internet and fast broadband enables any company to become a broadcaster. It’s our intention to use radio, already a trusted friend, not only as a great source of entertainment but also as a powerful marketing tool for Brighton and Hove Buses”.

Another regular feature, ‘Ask Roger’ sees Roger French, the Managing Director of Brighton and Hove Buses answering questions from the city’s bus passengers. This will be a direct and open forum where some of the public transportation issues arising in Brighton and Hove will be aired.

“The ASK Roger feature is a great opportunity for me to publicly respond to genuine feedback and comments received from our passengers out and about in the city”, Roger French explained.  “We’re delighted with our first On Route Radio monthly broadcasts and look forward to more in the coming months”.

On Route Radio – a regular appointment to listen at your desk or on the move!

To listen go to www.buses.co.uk/radio and for more information on how Brand Radio from Your Message Made Easy could work for you just get in touch.

Cry Baby

Monday, January 11th, 2010

babycenter

Background

BabyCentre’s mission is to help parents make the most of one of life’s greatest experiences. It offers parents all the information, support and reassurance they need and aims to become their most trusted parenting resource. The topics covered are exhaustive and wide ranging, featuring articles from doctors, midwives and real life experiences from fellow parents.

Objectives

To create useful, contemporary and relatable branded content, in the form of mini radio programmes that can be accessed via the website. These are then consumed by the end user at a convenient time to fit in with the busy lifestyles of mothers and mothers-to-be. The key driver was to make the end result accessible and ‘real’, so the listener can empathise and relate to the material.

Mechanic

Various elements were required to produce the finished product; scripts and content were predetermined by Content Consultants, on-site interviews with mothers were carried out and a sonic logo and liners were produced. The main presentation was recorded in studio, being fronted by the website’s editor and post production/ editing undertaken at our production base.

Results

9 programmes were produced, of between 10 and 20 minutes in length, concentrating on specific subjects including coping with tiredness, nappy changing and dealing with cravings. As you would expect, there was plenty of advice and tips from the experts, but the main focus was on real women, talking about real experiences. Though the programmes were credited briefly at the start, the aim was to provide useful, value added content for mothers and mothers – to –be, uncluttered by branding until right at the end, when a sponsor tag was incorporated. As the programmes are downloadable for free, the client’s aim was to further underline Johnson & Johnson’s place as a market leading provider of not only products for mothers, but also as a trusted advisor and guide, helping to demystify the process from before birth and beyond.

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Dial M for Mother

Monday, June 8th, 2009


babycenter

Background

India has a population of well over 1 Billion people, with an annual growth rate of 1.7% of the total population – so childbirth is quite a busy industry!  Unlike many large countries, 75% of women live in rural areas, where the infrastructure is less developed; safe, accurate pre natal health care and advice is also less readily available.  Historically, women also are less likely than a man to have access to the internet in these areas.  Delivery of accurate, up to date health advice for pregnant women was required, via a medium that is cheaply and easily accessible to all.  An IVR (Interactive Voice Response) system was chosen as the platform to reach mothers– to–be, due to the relative availability of low price mobile handsets (set to rise to 450 million subscribers by 2010) and call costs as low as one half of 1 rupee per minute.

Objectives

The aim: to help tackle the relatively high Infant Mortality Rates in some non – urban Indian areas, which are as high as 96/1000 births in some states.   As a secondary objective, tackling common, but easy to treat conditions that effect mothers – to – be in the country, such as Eclampsia and Anaemia was required.  35 weeks of pregnancy advice on a range of topics would be produced, recorded in both English and Hindi, along with related ‘Navigation Prompts’ to allow for the smooth functioning of the IVR system.

Mechanic

Information and advice was compiled by Content Consultants, working with a team of health care professionals based in India.  Your message worked to source an English and Hindi speaking female voiceover. Former ‘The Bill’ actor Seema Bowry was chosen for those skills and her relatable, friendly style of delivery.  Four recording sessions were conducted in studios based in London’s Soho, covering the English speaking content for the project.

Hindi speaking voices were cast and booked and a studio located in Delhi, the Indian base for the Babycenter website.  The Your Message team were then flown over to the Capital and spent 6 days intensively working in the studio recording, editing and converting the sound files to the appropriate ‘Vox’ format, for use in the IVR system.  There were some long nights and early mornings, as a demo version of the service was required to be up and running within days of arrival, for the American parent company to have a listen to.

Results

In total, over 800 separate pieces of audio were recorded and edited, including navigation prompts and content ‘buckets’, in both English and Hindi.  The key driver was to make the information reliable, trusted and accessible, with only subtle mentions of the Babycenter ‘Brand’ at the start of the navigation process.  Once the information had been delivered, 1 x 10 second ‘tag’ promoting Johnson & Johnson soap was included, to minimise the disruption to the flow of the informative content.

As a final part in the process, a BETA version of the phone system was moved onto the UAT (User Acceptance Testing) stage, which would iron out any bugs and problems; the panel was comprised of a cross section of 100 members from within the target group.

What’s your game?

Friday, January 16th, 2009

Sinc

Background

Your Message Made Easy produces podcasts for The Sussex Innovation Centre. The Centre’s known affectionately as ‘SinC’ (pronounced SINK!) despite being one of the United Kingdom’s most successful business incubators: SinC nurtures and mentors embryonic enterprises in sectors such as high-end consumer research, computer sciences, computer gaming, health technology, and new media.

One of the reasons why SinC is so successful is that it is based on the campus of the University of Sussex, close to the right research, technology and know-how.

SinC chose Your Message Made Easy to record and produce a series of podcasts aimed at new businesses and entrepreneurs. These are distributed by Your Message Made Easy on iTunes, alongside podcasts from other elite universities.

Objectives

An area in which SinC is able to offer real expertise is the computer games industry. The University of Sussex is a centre for research and analysis of computer games and Brighton, where SinC is based, is home to a number of large, successful companies that design and publish computer games.

As well as bringing its expertise and resources to the attention of the world’s computer games developers, SinC’s secondary objectives in all its podcasts, is to position itself as one of the world’s leading incubators of young, high-skill businesses.

Mechanic

In this podcast, Your Message Made Easy speaks to Dr David Lewis, Director of Neuroscience at The Mind Lab, about how he and his colleagues research and analyse peoples’ emotional responses to a range of real-life issues, products and situations; and to Dr Graham McAllister, the founder of Vertical Slice, who discusses with us his cutting edge work in the computer games industry.

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Speak Up!

Saturday, December 6th, 2008

oban

Background

With over 70% of web users not speaking English, there is a huge opportunity for companies to expand their markets and reach new audiences. It is not effective to simply translate your web site. Research has shown that there is a lack of awareness of international search engine optimisation and the benefits.

Objectives

To raise awareness and understanding of multilingual SEO.

Campaign

The challenge was to create a series of high quality, engaging podcasts that could clearly explain the general benefits of multi-lingual SEO and focus on specific industries. Each episode is a mix of interviews from key figures from those chosen industries, who talk about their experiences, and tips from experts from the world of SEO. The series is presented by London radio presenter Russell Pockett.

Results

In this, the fourth episode in the series for Oban Multilingual, we look at multilingual SEO for the travel industry. We clearly demonstrate how and why travel industry websites ought to go global, and look into some international trends and changes happening in online travel search behaviors. This podcast is a must-listen for any travel company interested in the opportunities beyond their own domestic markets.

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Winning in Business

Saturday, December 6th, 2008

Sinc

Background

The Sussex Innovation Cente is one of the top business incubators in the United Kingdom. Based at the University of Sussex in Brighton it has a reputation for ‘hothousing’ young companies with new products and services. Its tenants are young enterprises with a range of services and products, mostly in sectors such as high-end consumer research, computer sciences, computer gaming, health technology, and new media.

The Innovation Centre, known as SinC, provides various levels of commercial and business support and advice. SinC has also developed a new package of support and advice: “Super-Incubation”. Listen to the attached podcast to hear more!

Objectives

SinC wanted to promote its “Super-Incubation” product and improve its profile in the “incubation” market. It developed a plan to do so by podcasting a number of interviews with successful entrepreneurs who had used the “Super-Incubation” process. SinC also wanted to raise the benefits of being close to the superb research and business resources of the University of Sussex.

Mechanic

SinC chose Your Message Made Easy to record and produce a series of podcasts aimed at new businesses and entrepreneurs. These are distributed by Your Message Made Easy on iTunes, alongside podcasts from other elite universities.

For one of its podcasts Your Message Made Easy chose to focus on the story of Oban Multilingual. This is one of the few multilingual Search Engine Optimisers in the world. The company grew fast. To move to the next step, the level of being a scalable business, it needed to examine and overhaul to its proposition and systems.

Rory McLeod from Your Message Made Easy spoke to Oban’s founder and Chief Executive, Greg Holbrook.

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