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the target Issue 26 Autumn 2007 Wind Powered Leaflet Marketing EAE’s Carbon Footprint reduced by 8 tonnes pa Left to right. Glen Bennett, Managing Director, EAE Ltd and Gregor Murray, Executive Director, The Business Environment Partnership in front of ‘Windy Boy’ EAE’s new Wind Turbine tails on Pag e6 as ter market! Deage reaching the E to be sure of0 vouchers to be won see b ack p Bo ok early Prizes: £5 Comics make On track all Edinburgh Zoo and the Famous Grouse Experience are two EAE clients who’ve devised special methods of tracking and aboard monitoring their leaflet pick-up rates for very effective management reporting. Carol Ross, Marketing and Communications Manager of Edinburgh Zoo, explains how it worked for them: “Edinburgh Zoo recognises the value of effective leaflet distribution After five years of as part of our overall marketing drive, and we were keen to devise negotiations, EAE has a mechanism that would allow us to gauge the success of our been given the green campaign with EAE. Which were the most successful pick-up points and where do our light for a permanent and visitors come from? spectacular display space We decided to announce on the front of the leaflet that we were at Edinburgh’s Waverley giving away ‘Free penguins’. Inside, our graphic designer Karen Marshall, railway station, the busiest devised a coupon requesting details on both of the above, inviting visitors to the Zoo to take home a toy penguin from the Zoo’s gift shop absolutely commuter hub and gateway free. In return for presenting their vouchers at the Shop they were given into Scotland. a small toy penguin to the value of c 35p. As the penguin is part of More than 14 million people pass Edinburgh Zoo’s logo it was a natural choice for us. through Waverley station every year – not From an estimated print run of 40, 000 over the summer months, only on their way to destinations all over approximately 4, 000 coupons were redeemed. From these Scotland but also travelling on the main redemptions we have been able to derive a very useful report against routes up the east coast from London and which we have been able to further target our visitors – 40% of our cross country from Birmingham and the English visitors picked up the leaflet at TIC’s, 26% at hotels and 13% south west. at other attractions, whilst retail outlets were the most popular for Scottish visitors. Glen Bennett, MD of EAE, says: “We’re The penguin toy has been more cost effective than a “cash” discount, and all in all we are very investing £12,000 into creating some really pleased with the results.” amazing racking – all steel and Perspex – which will hold over 100 leaflets and 5 brochure titles.” Famous Grouse The architect’s plans alone have cost Experience £2,000 and the annual servicing costs will be over £25,000. And because of “The leaflet tracking has been the location, with diesel fumes swirling invaluable to us this year. It allows me around, the racks will have to be cleaned to track how effective different areas in three times a week. Scotland are for TFGE. I’ve always had However, Glen is delighted that the a hunch of where the majority of our racking has finally been agreed: “We’re customers saw our literature but now very excited about being able to service I have evidence! EAE have been great, the busiest commuter hub and gateway it’s all ran smoothly and I can relax into Scotland.” knowing that they are doing a fabulous The new racking should be in place job.” by February 2008. To be sure of a place in this exciting new display opportunity, Beth McMillan, please call EAE on 0131 440 9444 or email Marketing Manager, firstname.lastname@example.org. The Famous Grouse Experience The Target | Autumn 2007 | 2 Spotlight on the Highlands & Islands This issue we’re pleased to turn the spotlight on our colleagues in the Highlands and Islands, who make sure our clients’ print is distributed to all the nooks and crannies of this vast area of Scotland – for the benefit of both residents and visitors. Barry Cobb Alistair Soppitt Douglas Hamilton Helen MacDonald Barry lives in Boat of Garten Alistair lives in Buncrew, Douglas works part-time Helen lives in Newtonmore and is in his 10th year of Inverness and he covers the for EAE and probably has and has worked for the service (distribution), covering far north, including all the the most scenic area of all company for over three years. the Strathspey area. His hotels and shopping centres our merchandisers covering Covering a large area, Helen main routes include the A9 in and around Inverness. In the Isle of Skye and the services the busy Inverness corridor from Dalwhinnie to addition, along the Great Applecross Pensinsula. His airport, Inverness city centre, Tomatin and the A96 from Glen, Alistair services many sites include the beautiful down the side of Loch Ness Forres to Fochabers, as well long-standing and loyal Eilean Donan Castle and the to Fort William, Nairn and as Rothes, Craigellachie, clients like the Loch Ness stately Dunvegan Castle, Speyside area including Dufftown, Aberlour, Glenlivet Centre, Urquhart Castle, the hotels (such as Sligachan Cawdor Castle, Culloden Moor and Tomintoul. Barry’s Great Glen Water Park and Hotel, Skeabost Hotel, and Cairngorm Mountain sites include the Ralia Café Glengarry Castle Hotel, and Flodigarry House and Torvaig (luckily there’s a cable car to (Gateway to the Highlands), in Ross-shire & Sutherland House), caravan sites, hostels, take her to the top!) and up hotels in Aviemore and Elgin, he delivers to Glenmorangie pubs and many visitor to the Black Isle, Dingwall & distilleries at Dalwhinnie, Distillery Visitor Centre, attractions including Clan Allness. Glenlivet, Glenfarclas, Cardhu, Grannies Heilan Hame Holiday Donald Centre and Isle of Skye Glenfiddich, Glengrant Park, Embo, Carbisdale Castle Brewery and activity centres and Glenmoray, as well as Youth Hostel, Inverewe such as Seafari Adventures. popular attractions such as Gardens, Beinn Eighe Visitor the Highland Wildlife Park, Hilton Fun House, McDonalds Centre near Kinlochewe and the Falls of Shin Visitor Centre, Sponsorship of Highland 2007 and Leisure Arena, Landmark near Lairg - this is the ‘Harrods Centre, Glenlivet Estate Visitor of the North’, now complete Centre, Elgin Catherdral, with a full-size waxwork figure Waltzing Waters, Ballindalloch Castle and retail outlets such of Mohammed al Fayad! Highland Feast as Brodie Country Fair, Baxters This year EAE has sponsored over £10,000 of Fochabers and Johnstons of Elgin Cashmere Visitor Centre. of services for Highland 2007 and we are sponsoring Highland Feast Distillery Clients 2007 right now. See Many of our clients in the Highlands and Islands are the distilleries which feature in ‘Discovering Distilleries’, one of our 11 tailored www.highland2007.com and campaigns across Scotland on different themes. Our biggest client www.highlandfeast.co.uk in the region is Diageo, a loyal client for over 10 years, for whom we Highland 2007 marketing and communications distribute 690,000 leaflets throughout Scotland for the following manager, Alison Bell, said: “Highland 2007 is distilleries: Cragganmore, Dalwhinnie, Oban, Talisker, Blair Athol, all about promoting the Highlands as a great Clynelish, Cardhu, Glen Ord, Royal Lochnagar and Glenkinchie. Linda Mellis, Brand Support Manager of Diageo Global Supply adds place to live and to visit. This has been achieved “EAE provides me with a first- class service and I’m delighted with through partnership working to deliver a the tailored distribution campaigns which are provided for Diageo”. year long celebration of Highland culture Other loyal clients include Dewar’s World of Whisky, Famous Grouse, throughout the Highlands and Islands and across the rest of the country. the Glenmorangie Group (with Glenmorangie Distillery in Tain, Our partnership with EAE has been a significant part of keeping Scottish Glen Moray in Elgin and Ardbeg Distillery on Islay) and the Chivas audiences up to date with the programme of events on offer by making Brothers in Banffshire, for whom we distribute around 100,000 sure our printed programme has been available at outlets around the leaflets across Inverness-shire, Spey Valley & Moray, Aberdeenshire country from January through to December.” & Perthshire. The Target | Autumn 2007 | 3 New services into Visitors to Scotland arrive by road, rail, air and ferry – and EAE is with them every step of the way, marketing our clients’ print at every possible entry into the country. Look at the map to see all our exciting new services into Scotland, giving you the opportunity to reach more incoming visitors and the resident market than ever before, along with some very special new services in the centres of Edinburgh and Glasgow. Irish Ferry terminals at Belfast and Larne The Target | Autumn 2007 | 4 Scotland 2008 Stirling and Trossachs Premier Attractions including Argyll’s Lodgings, Blair Drummond Safari Park, Doune Castle, Stirling Castle, Old Town Jail, Wallace Monument, Trossachs Pier and On the Move the Scottish Wool Centre a range of Little Chefs, Travel Lodges and other roadside restaurants, family pubs and selected restaurants in Aberdeen, Glasgow West and Glasgow South, Dumfries, Perth, Dundee, Edinburgh and the Highlands Capital Museums Writers’ Museum, Museum of Childhood, Brass Rubbing Centre, People’s Story, Museum of Waverley Station Edinburgh, Nelson Monument and Queensferry Scotland’s biggest commuter hub and gateway Museum into Scotland (see page 2 for details) Glasgow Heritage & Culture Glasgow Cathedral, Burrell Collection, Clydebuilt, Museum of Transport, Paisley Library, Paisley Leading Hotels in Edinburgh and Glasgow Essential Borders Berwick-upon-Tweed TIC, Scouts Croft Caravan 25 of the major hotels in Edinburgh and Park in Coldingham, Galashiels Library, Caldwells 19 in Glasgow in Innerleithen, Teviot Smokery in Kelso, Border Hotel in Kirk Yetholm and the Gordon Arms, West Linton Prestwick Airport and Prestwick Airport Railway station leaflets and A3 portrait posters Corridor Routes – on all the major roads into and across Scotland including: M6 Motos – Lancaster North, Burton and Southwaite North A1 Motos – Scotch Corner and Washington North M74 – Gretna Services, Gretna Days Inn, Gretna Outlets Village, Scotland – Ireland ferry routes Old Blacksmiths Shop and Cairnlodge Services at Cairnryan, Stranraer and Troon terminals M90 – Kinross Services M9/A9 – Stirling Services, Tullibardine, Shell Services at Balhaldie, Little Chef at Dunblane North and South, Caithness Glass in Perth, Perthshire Visitor Centre, House of Bruar and the Ralia Gateway Centre The Target | Autumn 2007 | 5 Happy The early bird... …books her distribution campaign in good time to be sure of to help reaching the Easter market! Next year, Easter falls very early, with Good Friday on 21 March 2008. Some schools will be breaking for their Easter holidays on Thursday 20 March, including Edinburgh, the Lothians and Aberdeenshire. EAE is proud to support Given that it takes four weeks‚ lead time to get a proper various charities and campaign up and running and allowing time for the print to work, we are advising clients ˆ especially those that don’t have community initiatives a winter campaign – that they should book with us for early to through complimentary mid February to start their main 2008 campaign. See this useful distribution of leaflets and webpage for all local authorities‚ school dates www.scotland.gov. uk/Publications/2006/12/Session2007-2008 posters, including: Juvenile Diabetes Research Foundation www.jdrf.org Leuchie House, Multiple Sclerosis Society www.leuchie.com Three Harbours Arts Festival www.3harbours.com Adele Conn of the Three Harbours Festival wrote to thank us (excerpt of letter dated Bluetooth 20 July 2007) Edinburgh’s Winter Festivals team are delighted with the Bluetooth campaign we delivered for them in September, aimed at getting students to register for passes to the Hogmanay ”…a huge thank-you to you and EAE for street party in Princes Street. For five hours a day from 24-29 September at prime city helping make this year’s festival a great locations such as Bristo Square, Armstrong’s vintage clothing shop, Potterrow and Heriot success…(by) very kindly sponsoring the Watt campus, we gave out over 3,500 flyers and 962 bluetooth messages. The message distribution of our brochures. It was a was also passed ‘virally’ from ‘phone to ‘phone. tremendous delight to see our brochures John-Paul Murphy, Marketing & Communications for Edinburgh’s Winter Festivals, says: propped up in display cabinets around “Judging by the many new registrations on the website from University and College email Edinburgh and the Lothians. Through the addresses within Edinburgh, this activity has at least partly contributed to that, so I’m success of the festival and having EAE – an pleased.” expanding, successful company on our side – we managed to secure funding from Doosan Babcock and Scottish Power to illuminate the chimneys of Cockenzie Power Station.” Flying For next year, EAE has already committed to support the Great Scottish Walk high! This summer was the busiest yet at Edinburgh Airport, thanks to the record for the fourth year, number of visitors flying in for the festival season. Passenger numbers were 10% this time with £14k up on the same period last year, with international traffic up by 22.4%, especially worth of business. from the new direct routes from Milan, Madrid, Barcelona and Stockholm as well as Now in its 11th year, New York and Toronto. the organisers are Organisers and venue operators reported strong performances across this year’s holding two walks in festivals. This year’s Fringe was the biggest ever with a record 1.7 million tickets 2008 – on 25 May 2008 in sold - a rise of 10.8% on last year. EAE distributed a staggering 300,000 Fringe Glasgow and on 22 June 2008 in programmes this year and was extremely busy keeping the information racks at Edinburgh www.greatscottishwalk.com the Airport well stocked for all our clients. The Target | Autumn 2007 | 6 going green Glen Bennett, MD of EAE, admits to having “a lifelong passion for the outdoors, the natural environment and all things ‘green’…” so it’s no surprise that after the business relocated to Loanhead in 2004, he contacted Midlothian Council for advice on how to make his business more environmentally sustainable. They put him in touch with the Business Environment Partnership who carried out an audit of EAE’s entire operation and together they developed a Carbon Reduction Strategy that has evolved over the past three years. Energy saving Alternative energy production and recycling And now for the really big initiative – in all senses of the word! After two and a A series of small half years in the planning, the EAE wind turbine was installed in October and changes here can make will be ready for action by November 2007. a large difference – It has cost £27,000 and we were delighted to receive 40% grant funding for including switching the project – £5,000 from Midlothian Council’s Development Department and to low energy lighting, ambient £8,000 from the DTI’s Low Carbon Buildings Scheme. This funding has reduced gas warehouse heating, tap flow the pay-back period from 15 years to 7 years. restrictions, ‘hippos’ in the toilet The turbine, built in Scotland by Ayrshire-based Proven Ltd, is 15m high cisterns, urinal water regulator, and incorporates the latest technology to reduce impact on the local environment. The blades setting the printer default to are made of a glass-thermoplastic composite which reduces noise, and the mechanism is not double-sided, recycling all office mechanical but instead operates on magnetism. paper and all unused print, wooden On conservative estimates, the turbine will generate a minimum of £2k worth of electricity pa, pallets, shrink wrap, cardboard etc generating 6kw power at full speed. Surplus energy will be sold to the National Grid. Glen Bennett expressed his deep appreciation for the support that EAE has received in the installation of this magnificent turbine: “Without the generous help and positive enthusiasm Biodiversity from the BEP, Midlothian Council’s Development Unit and R D Energy Solutions, none of this The team at EAE would have been possible and, as a company, we wouldn’t be nearly so environmentally enjoys supporting sustainable as we are today.” local biodiversity in a number of different ways – tree planting, wildflower seeding STOP PRESS to attract butterflies and other We’re delighted to announce that Jim Mather MSP, Minister for Enterprise, insects, building bird and bat boxes, Energy and Tourism will be officially switching on the turbine on 14 creating bird feeding areas and log November at 10.00am. Full details in next issue of The Target. habitats for insects. 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