As a relatively small player in the direct mortgage market, with a negative PR backcloth, the Bank's advertising had to work exceedingly hard.

tqp set about evaluating Bank media use and response data to produce a predictive business model.  Such was the accuracy of these data, we could predict sales returns for publication, space size and position.  Additionally we were able to advise the Bank on required call centre staffing rotas, down to day of week levels.  During this process we demonstrated that by revising staff task deployment, annual revenue increases of 20% were possible. This move alone had a major impact on attainment of sales targets.

Having identified where efficient business potential existed, our BOIM media response model evolved to deliver unprecedented levels of efficiency, and return on advertising investment.

tqp negotiated huge discounts of c.55% against key positions, providing cost per response levels at half the previous best-performing media!

Moreover, tqp advice meant the cost of generating a Bank Of Ireland Mortgage enquiry was running at 75% lower than the major high street competitors!

relevant media visibility, maximised