Who’s your plus one?
Who’s your plus one?
Harnessing the power of professional and personal contacts to launch a new internal referral scheme for Knight Frank
Harnessing the power of professional and personal contacts to launch a new internal referral scheme for Knight Frank
Challenge
It’s not what you know but who you know. We’ve all heard it before…because it’s true. Knight Frank wanted to create a flush of business leads internally, for a relatively unknown team in the commercial property division, and launch a new long-term referral scheme.
It’s not what you know but who you know. We’ve all heard it before…because it’s true. Knight Frank wanted to create a flush of business leads internally, for a relatively unknown team in the commercial property division, and launch a new long-term referral scheme.
Solution
Solution
A 4-month promotional campaign which incorporated educating people on what the team does through multiple channels (video, print, posters and news), the launch of a new long-term referral scheme and a competition to thrust it into the lime light. The campaign was called “Who’s your plus one?” which had three tiers of rewards depending on how far the referral went.
The internal campaign started in October with a series of cheeky teaser posters and screensavers using past client case studies and ended on Valentine’s Day the following year. The official launch came in the form of an upbeat 2-minute video explaining what the occupier team does and how the competition worked. Introductions were rewarded with token prizes of bottles of wine for the duration of the campaign and the overall winner won a trip for two to any European city where the company had an office, which was announced on Valentine’s Day to end the campaign.
The campaign generated 61 leads over the 4-month period and the PA to the Head of IT was the overall winner because she knew someone at Nike.
A 4-month promotional campaign which incorporated educating people on what the team does through multiple channels (video, print, posters and news), the launch of a new long-term referral scheme and a competition to thrust it into the lime light. The campaign was called “Who’s your plus one?” which had three tiers of rewards depending on how far the referral went.
The internal campaign started in October with a series of cheeky teaser posters and screensavers using past client case studies and ended on Valentine’s Day the following year. The official launch came in the form of an upbeat 2-minute video explaining what the occupier team does and the competition. Introductions were rewarded with token prizes of bottles of wine for the duration of the campaign and the overall winner won a trip for two to any European city where the company had an office, which was announced on Valentine’s Day to end the campaign.
The campaign generated 61 leads over the 4-month period and the PA to the Head of IT was the overall winner because she knew someone at Nike.
Learnings
Learnings
Make it as easy as possible for people to take part and get involved in a campaign – staff were given examples of opening sentences to use in real-life conversations and they could submit their referrals in multiple ways.
Have senior management 100% behind the initiative – I had the support from senior management. One person in particular called all seven complainants back to explain why IT could not remove “the disgusting yellow screen saver” for them.
A well thought through business initiative is naturally more successful – the referral scheme was well structured and made people sit up and listen. The main attraction of the campaign was the potential referral fee they could earn in the future if it converted to business.
Make it as easy as possible for people to take part and get involved in a campaign – staff were given examples of opening sentences to use in real-life conversations and they could submit their referrals in multiple ways.
Have senior management 100% behind the initiative – I had the support from senior management. One person in particular called all seven complainants back to explain why IT could not remove “the disgusting yellow screen saver” for them.
A well thought through business initiative is naturally more successful – the referral scheme was well structured and made people sit up and listen. The main attraction of the campaign was the potential referral fee they could earn in the future if it converted to business.
Services
_ Campaign planning and implementation
_ Writing business and campaign briefs
_ Writing creative briefs for agencies
_ Agency selection
_ Copywriting and editing
_ Proof reading
_ Intranet information architecture
_ Intranet page template design
Services
_ Campaign planning and implementation
_ Writing business and campaign briefs
_ Writing creative briefs for agencies
_ Agency selection
_ Copywriting and editing
_ Proof reading
_ Intranet information architecture
_ Intranet page template design
