Case Studies – Bushboard Washrooms

Using All Parts of the Marketing Mix

Bushboard Washrooms have developed a range of well designed, flexible toilet cubicle and washroom systems that work across all leisure market sectors including the education, golf and caravan/campsite markets.

Bushboard Washroom Systems is a company that puts the ethos of utilising all parts of the marketing mix into practice with highly targeted mailings supported by advertising,
pr and email broadcasts.

Case Study Objectives: To develop enquiries and sales from the Education and Holiday Park and Campsite markets looking to refurbish their washrooms.

Methodology: The education campaign was split between pre-school/primary and secondary school markets with a differently designed mailer, ad campaign and press release. Great attention was paid to pitching the copy and visual to the correct market and making it as easy as possible to respond with a tear off response mechanism or telephone/email hotlines, to request further information.

The holiday park/campsite mailer followed a similar policy with relevant strapline “Pitch perfect washrooms for contented campers” and supporting design and copy visuals.  These mailing pieces were usually followed up with an email reminder communication a few weeks later.

Commenting on the campaign, Jo Gilhooly, Marketing Director UK said “not only do we support our campaigns through alternative channels of communication but we pay great attention to keeping track of leads returned, a swift response to literature requests and then follow up calls.  You can’t expect to get a decent response from emails alone”.

John Turner, Director of John Turner Leisure Marketing and the supplier of the campaign data to Bushboard said “It’s very refreshing to have a client who understands the importance of the marketing mix and who segments the market with well executed design and copy encouraging a response.  The results speak for themselves”.

If you would like to know more about our leisure mailing lists or would like more information about how Leisure Lists could help you to grow your business please contact us.