Digital and direct media agency Equi=Media has been appointed by The British School of Motoring (BSM) to handle its £1million media planning and buying account. Equi=Media won the account following a competitive pitch.
Equi=Media has been appointed to reinvigorate BSM’s on and offline media campaigns; recruiting new pupils and instructors and promoting BSM’s services through a range of channels, including radio, press, directories, paid search and digital media. The media strategies will target young learner drivers aged 17 – 25 and their parents, focussing recruitment on geographic areas served by BSM schools. BSM has recently launched a new site feature that allows pupils across the country to book lessons online, so the campaigns will also aim to increase the visibility of BSM services and the convenience of the online booking system.
The instructor recruitment activity will also be targeted regionally to recruit new instructors where they are needed, and the integrated on and offline campaigns will be planned to complement BSM’s sponsorship activity, already in place.
Kristian Welch, Head of Digital and Retail Marketing for BSM, comments:
“We were impressed by Equi=Media’s enthusiasm, fresh approach and obvious understanding of how to reach our customers and promote our services imaginatively and cost efficiently. It was crucial to us to appoint an agency that could demonstrate the ability to plan integrated digital and traditional media campaigns in disparate markets, work well with our creative agencies and provide sophisticated reporting and insight into our achievements. We are looking forward to working with the team at Equi=Media to make sure BSM takes full advantage of all our media possibilities.”
James Miles, Head of Media Planning at Equi=Media, adds: “We are joining the BSM team at an exciting time in their development and it’s a great opportunity for us to demonstrate the value we can add through our expertise across both digital and traditional media channels.”