Turning an overhead into an asset

The drive for lower operating costs by customers and prospects of leading contract caterer Sutcliffe required a major rethink in marketing strategy.

Finance directors saw the subsidised staff canteen as an excellent target for cuts, providing a real challenge for Sutcliffe - a part of Granada Food Services - which had successfully built its reputation on providing higher quality services for an above average price.

Now cost was fast-becoming the only issue, presenting a threat to Sutcliffe's position.

A carefully targeted message was developed to promote a new caterer/customer partnership within the staff restaurant that would deliver high quality at zero subsidy.

The structured campaign targeted the finance directors of the major multi-facilty groups with the UK - not Sutcliffe's traditional contact level. At the campaign's core lay the publication of a 'How To' guide on "Cutting the cost of staff catering". The guide was packed full of options and solutions to improving the service to staff whilst removing the cost burden to employers.

Internal workshops were set up for all Sutcliffe sales and operational divisions to gain source content for the guide. The final guide was complimented by a special endorsement letter from the director general of the Institute of Directors.

The integrated promotional strategy involved personal direct distribution to key finance directors, as well as direct mail and press advertising within the financial daily and Sunday press.