MCC AppleCentre
  • Service: Service
  • Sector: Sector

MCC AppleCentre is the premium reseller of Apple Products in the North West.

Brief

Marketing PRojects was asked to assist its launch in Chester from July 2006 and has been supporting business activities since with quarterly PR campaigns and events across the North West.

Marketing PRojects’ objectives for MCC AppleCentre:

  • To position Apple’s technology as the product of choice for consumers.
  • To reinforce mcc AppleCentre’s image as friendly, helpful experts providing value for money multi-media solutions that are the right choice for buyers then and over time.
  • To support MCC AppleCentre in their dealings with Apple UK so that MMC AppleCentre are seen to be the leading reseller for Apple in the UK.

Target audiences:

  • Multi-media professionals
  • Early adopters of new technology
  • Schools & college IT professionals
  • Professional service companies

Campaign strategy & tactics:
Despite only having four weeks to complete the project, Marketing PRojects organised promotions involving ad-vans, radio promotions, promo girls, giveaways, PR, TV crews and full page press ads to strict budgets. By 10am on the day of the launch, a queue of more than 100 had formed, some of whom had camped out overnight.
Subsequent events have included a ‘Dr Who’ theme day, iChristmas in Liverpool and Chester, celebrity DJ, business ‘bytes’ and photo specialist evenings. Each is measured for Apple on increased revenue per budget. Photo and video records of each event help support further news requirements and activities for Apple UK on best practice.

Budget: Costed per project at £560 per day, plus expenses.

Results

By 10am on the day of the launch, a queue of over 100 had formed some of whom had camped out overnight.
National IT press, regional TV and radio, local press coverage beyond what was expected. Sales were above target and continued as such for further events. Mcc AppleCentre was asked to present at the resellers conference to other resellers around the UK.

“Great event by the way, many thanks for organising it and congratulations on the success of the evening. It was smoothly run and very interesting, I really enjoyed it.”

Phil Heywood, Photographer, Apple UK/MCC Group event at Tate Liverpool, 27 March 2007

“Jane D is well impressed with the Tate event!! She loved what you sent her! She said this is probably the best thing in Europe we have done. Marketing Projects were the only people to follow the brief properly. Well done you guys!!!”

Chris Wiseman speaking about Apple UK’s response after the Apple UK/MCC Group event at Tate Liverpool, 27 March 2007 for 100 companies.

 

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