Bacs Payment Schemes Ltd
Late Payments campaign

Bacs’ objectives focus on the growth of its automated payment schemes, through partnerships with large organisations where volume transactions will be generated.

By the end of 2008, UK SMEs were shouldering a debt of £18.6 billion in late payments - £2.6 billion more than the previous year and continuing to rise.

Campaign objectives
– Position Bacs as the SMEs champion and a company that understands small business issues
– Build further awareness of Bacs Direct Credit and Direct Debit and their benefits to businesses (SMEs) to encourage volume growth
– Open doors for dialogue between Bacs and high profile corporate partners

WAR’s solution
A fully integrated strategy was devised to allow Bacs to “take ownership” of the growing late payments issue, in the process building a platform from which to raise Bacs’ profile across the UK business community by championing the cause and creating a ‘call-to-action’ on behalf of SMEs.

The Late Payments Campaign was launched with proactive media relations and B2B campaigns, highlighting the growing national issue of late payments and its impact on SMEs.

Communications targeted financial decision makers within SMEs, and additionally the SMEs’ sources of information – small business advisors and chartered accountants – to encourage broad awareness of the benefits of automated payments.

Deliverables
– Online Late Payments Survey positioned Bacs as industry authority and SMEs’ champion, whilst capturing useful attitudinal data
– Media information and press release included statistical evidence and quotes from independent bodies, including the Federation of Small Business and the Forum of Private Business
– Fully interactive map of the UK illustrated regional and sector variations in effects of late payments. Allowed SMEs, advisors and the press to compare trends and attitudes
– Online advertising drove traffic to key content on accountancy and SME websites
– Third party email sponsorship to a niche small business accountancy audience, plus email to Bacs’ own warm database of SME decision makers

Results
– 471 pieces of national and regional coverage
– Total circulation/audience of 117.58 million people across the UK
– Average 3.2% click through rate in response to warm email – above industry benchmark of 1.3%
– Insight gained from survey responses later used to shape subsequent bursts of activity

Client testimonial
Jayne Stuart, senior manager Bacs marcomms: “WAR’s campaign was clearly focused on helping Bacs achieve its overall business objectives. The resulting campaign surpassed all our expectations and has provided Bacs with a platform and the credibility to open dialogue with target business partners.”