Positioning Banner as best in class.
Banner is the UK’s largest schoolwear brand, supplying more retailers than anyone else in the market and laying claim to the most extensive stockholding. With the biggest and broadest range of value-for-money products too, the business was well-positioned to help schools prepare for the new cost of school uniform guidance from the Department of Education (DfE). They tasked us with delivering a new website, direct mail and email marketing campaign that communicated this message and showed teachers why they’re best in class.
Creating a new group website that encapsulated everything Banner offers and stands for.
One of our first challenges was creating a new group website that encapsulated everything Banner offers and stands for across its core brand pillars – product, service and sustainability – and at the same time, bringing multiple websites together all in one place. Through a process of collaborative site mapping and wireframing, we landed on a new structure for the group website that ticked all the boxes. With the framework for the website complete, it was onto content development.
Working closely with Banner’s internal marketing and content teams, we produced fresh copy for the website that helped to tell the business’ story, from its vision, mission and culture through to its diverse product ranges, market-leading service and pioneering sustainability credentials. With no official brand tone of voice, we workshopped this with them on the fly and helped to inject a tone of confident authority that positions Banner as the number one in the industry.
Pushing the boundaries of what’s possible within the current brand guidelines.
The website was brought to life visually through a mix of effective design and new premium photography and video that shows off all of Banner’s product ranges in the best light, along with slick store locator functionality to help schools find what they need. Pushing the boundaries of what’s possible within the current brand guidelines, we were able to give the new group website a completely fresh look and feel that sets the brand apart from competitors while still being in keeping with its existing marketing and communications.
We created an accompanying direct mail and email campaign targeting schools up and down the UK.
In tandem with the new group website, we also created an accompanying direct mail and email campaign targeting schools up and down the UK, introducing Banner and explaining how the brand supports schools through retailers. To make the direct mail piece more memorable and engaging, we came up with a creative execution that mimicked the appearance of Banner’s uniform label but in A4 size and printed it on the highest quality materials. The front label was personalised to each school and inside, each label delved deeper into a different aspect of the core brand pillars.
Bolstering its partnership with local retailers and being loud and proud about the ways it supports them.
With the new website launched and the campaign landing on teachers’ desks, Banner is now marketing directly to schools in a way it has never done before. All with the aim of bolstering its partnership with local retailers and being loud and proud about the ways it supports them to achieve the same outcome – giving every child a chance to shine by providing uniforms that are affordable and sustainable.
Click here to see the new Banner website