Kall Kwik Manages Localised Marketing Print

The focus of many organisations is ensuring brand values and key messages are communicated with clarity and consistency.

The focus of many organisations is ensuring brand values and key messages are communicated with clarity and consistency.

That task is complicated when an organisation has multiple locations that regularly participate in local marketing campaigns.

However, David Lloyd Leisure, the UK's leading fitness club, believes it has found the solution.

Through a continuing partnership with Kall Kwik UK's corporate brands team, David Lloyd Leisure has established a way for individual clubs to adapt marketing material for local campaigns, whilst maintaining national brand control.

Gary Dalton, brand manager at David Lloyd Leisure, described how the process works: "Our sales and marketing managers, in consultation with Kall Kwik Corporate Brands, use an online template editing system, called Mtivity, to personalise national campaigns to suit their local markets.

Once copy is agreed, the Corporate Brands team manages the print, fulfilment and delivery of the finished literature.

We regard the Corporate Brands team as a valued partner rather than just a supplier.

Over the past four years it has built up a clear understanding of our marketing strategy and brand values.

As a result it has regularly helped us out in ways I don't believe anyone else could." Dalton is in direct contact with Kall Kwik's head of corporate brands, Julie Shearer, to ensure all deadlines are met and that any changes are updated as soon as possible.

Shearer explained: "We continue to grow our relationship with David Lloyd Leisure.

The company trusts us to complete a job on time and to provide exceptional service and quality, dedicated print management and competitive pricing.

Our involvement continues to help David Lloyd Leisure achieve its challenging marketing targets." For large to medium sized businesses, Kall Kwik's Corporate Brands work in collaboration with Kall Kwik centres to manage and provide design, print, fulfilment and delivery services.

The service is helping Kall Kwik move away from the copy shop image, whilst building a client base of which many design and marketing agencies would be proud, said the company.

Shearer believes the service is unrivalled for a number of reasons: "Kall Kwik centre owners understand the importance of delivering consistent brand messages when undertaking their own local marketing campaigns and that gives them an appreciation of the sensitive branding issues organisations are faced with.

Another advantage is the buying power we enjoy as a large national brand, which allows us to extend cost savings to our clients.

By outsourcing design and print management responsibilities to Corporate Brands, clients are able to focus their time and attention elsewhere." Kall Kwik said that the Corporate Brands team has demanding growth targets for the next 12 months as it continues to provide management services to FTSE100 organisations and small and medium-sized enterprises (SMEs).

To achieve those, the team will be strengthened by staff appointments to drive new business opportunities and grow existing account portfolios.

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