BT & JPC: A prosperous partnership
Following the recent successful launch of the BT Centre London showcase, we thought it was a good time to take a look back at some of our proudest achievements working with BT in recent years. From brand and proposition building, content marketing, sales enablement, internal engagement and executive coaching, bids and tenders, as well as the experiential projects you already know us for, we’re proud to be a part of your brand story and we’re as committed as ever to the journey ahead.
We know you are busy – so we’ve put together no more than 5 minutes of highlights below, but if you are pushed for time, you might prefer to download our PDF instead to pass a few minutes on your commute!
LONDON 2012 – ARE YOU READY?
One of JPC’s early adventures with BT Global Services. We conceived, created and ran an 18-month, integrated challenger countdown and legacy campaign to leverage BT’s sponsorship of London 2012 by aligning their solutions with customer pain points. From a giant tyre track take over throughout BT Centre to launching the touring Vehicle for Change, to exclusive VIP BT Tower 2012 countdown events, to the first above the line campaign for BT GS in 7 years – Festive Tips – the ITSMA award-winning campaign was a true game-changer for BT & JPC.
JIGGLING OFF THE JARGON
Love it or hate it…our Jiggle off the Jargon campaign to launch the new simplified BT Global Services product portfolio divided the circa 90,000 internal BT audience, was designed to drive conversation and fix the new product names firmly at the front of mind. The hugely talked about campaign saw BT embracing bold new ideas and demonstrated a business that truly lived its values.
LIGHTING UP THE HIGH STREET
Our challenger partnership kept growing as JPC helped BT take their new Retail proposition to market. Combining BT Global Services and BT Expedite, our Lighting Up the High Street campaign offered retailers an exciting new set of outcome-led solutions and pioneered a new transformational proposition led sales and marketing programme for BT, which won silver for B2B Marketing Awards Best Live Event.
REPOSITIONING BT IN THE PUBLIC SECTOR
Building on the success of the reinvigorated retail proposition, JPC helped BT achieve similar impact in the Public Sector. Transforming functional product selling by creating new propositions and campaigns for BT to engage with government, health and defence from the perspective of citizens, civil servants and patients they were seeking to serve.
INCREASING BT’S BID HIT RATE
Helping BT improve the quality of their bids and tenders required a redefined approach. We unleashed our 360-degree campaign approach on BT’s high-value bids; using a unique blend of strategic and creative tactics to deliver stand-out, highly customised, surgically targeted responses, while creating a repeatable formula. Dixons Carphone was the first of many wins as we continually challenged BT’s thinking to simplify complex solutions and talk directly to the customer’s real concerns.
SIMPLIFYING COMPLEXITY THROUGH SCENARIO SELLING
Another successful JPC/BT collaboration – the DILO – ‘Day In the Life Of’ scenario selling tool was conceived to help BT Global Services convey complex technical solutions through simplified, humanised storytelling. Operating as a key tactic in opportunity conversion, training and sales enablement, the DILO format ranges from simple and affordable PPT, to video and interactive demos, and is now venturing into AR and VR to deliver a truly immersive experience.
TURNING SHOWCASES INTO EXPERIENCES
The BT Centre London Showcase was our 22nd for BT, having designed and rolled out a consistent global footprint across the UK, Europe, AsiaPac and the Americas. Our approach combines deep immersion with inspirational brand story, demonstrating BT’s reputation for innovation and taking customers on a highly personalised journey, targeted at their individual concerns and challenges.
BRINGING BT’S INNOVATION TO LIFE
Selling innovation requires an equally innovative approach. BT had the innovation assets, but lacked the joined up story to take both internal sales people and end customers on the journey. We devised a simple methodology: Inspire, Explore and Create, which we brought to life via an interactive customer presenter and script that allows every innovation journey to be unique.
RAISING BT’S THOUGHT LEADERSHIP PROFILE
JPC created a stand-out programme to raise BT’s profile in hot topic areas such as Cloud of Clouds, IoT and Security. Our Let’s Talk Point of View hub worked within the constraints of the existing BT GS website, aggregating BT’s best thought leadership and aligning it under an original focus. We also co-created a series of white papers, infographics, fast-facts and opinion-led content to appeal to a varied audience base, channels and formats.
CREATING A GLOBAL E-ZINE
Already ahead of the curve with the BT Let’s Talk platform, BT needed to target insightful content directly to an often time-poor audience. But they wanted a platform that would maximise their existing content efforts. JPC & BT collaborated to design, build and publish the Let’s Talk Global Edition e-zine. Compatible with Android, Windows and iOS, the app pushed content directly to subscribers, while driving back to the BT site via carefully edited connected content links.
JPC have significantly helped reinvigorate our communication mix via their undoubted creative and strategic ability. They have made us think differently, have consistently delivered on time and on budget and have achieved strong sales results through their fresh and integrated approach.
Marketing Director, BT