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  • pg 1
									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,
 enquiries@eae.co.uk.                          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.




                                               Interesting links
                                               Business Environment Partnership                   www.thebep.org.uk
                                               Proven Energy Ltd                                  www.provenenergy.co.uk
                                               Duncan Sillars, Biodiversity Landscaping           dnsillars@yahoo.co.uk
                                               R D Energy Solutions                               www.rdenergysolutions.com


                                                                                                                The Target | Autumn 2007 | 7
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Edited by AlabasterBlue info@alabasterblue.co.uk                                  Edgefield Industrial Estate
Designed by Heedi Design www.heedi.co.uk                                          Loanhead
Printed by Summerhall www.summerhall.biz                                          Midlothian EH20 9TB
                                                                                  T    0131 440 9444
Printed using vegetable oil-based inks on 100% recycled
paper made from 100% post consumer waste in a Totally                             E    enquiries@eae.co.uk
Chlorine Free (TCF) process.                                                      W    www.eae.co.uk
I’m not finished though! Please recycle me.

								
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