Albemarle Bond

Rule

Taking a high-street brand from administration to sale in three years.

When one of the UK’s biggest pawnbrokers went into administration, they needed a plan to rebuild trust with both staff and customers. Research revealed their unique position in the community and helped us devise a communications strategy that saw Albemarle Bond return to profit and achieve a sale within three years.


Listen

Rule

Albemarle Bond (AB), one of the UK’s largest jewellers and pawnbrokers, was relaunching after going into administration following the gold price crash of 2013. Beyond its commercial problems, the brand had lost connection with its customers, its messaging was aggressive and patronising, and its retail proposition was muddled.

Post-administration, the brand had a fantastic opportunity to reinvent itself. We conducted internal research with 127 branch managers and geo-demographic profiling to gauge an accurate picture of each branch’s core target customer.

Our staff and customer research highlighted two key insights:
1. AB provided valuable services to help families make ends meet during difficult times.
2. It had a secret weapon – its staff. Many of their customers know the branch staff by name and the company has a unique part to play in the local community.


Plan

Rule

We developed a strategy that positioned Albemarle Bond as ‘The Family Finance People’ – underpinned by empathic customer service, respect and support for an oft-neglected demographic.

Working to a limited budget, we devised a comms strategy based on digital marketing to drive traffic to a revamped website which became a lead generation tool, sending customers to their local branch.

Given the similar service portfolio and to help budgets work harder, we also unified the Albemarle & Bond and Herbert Brown brands and campaign plan.

After the initial campaign creative was developed, we conducted further research to get feedback on the new positioning and advertising concepts from the branch managers, which was extremely positive.


Deliver

Rule

The Foundry acted as a de facto marketing function as AB had lost their team as a result of administration.

We conceived, produced and delivered all marketing communications, helping them return to profit before the company’s successful sale in 2015.


 

Point-of-sale

Rule

We created a suite of point-of-sale materials that invite customers into stores with reassuring messages.

At the same time, specially designed magazines gave customers top tips on saving money, from holiday advice to affordable days out with the kids.

Albemarle Bond Creative

Window displays

Rule

The company’s chain of high-street jewellery outlets, Herbert Brown, was given a new look with point-of-sale and window displays, using bright, warm, human messages in line with the new brand.

Albemarle Bond Creative

Seasonal promotions

Rule

Tent cards, window displays and giveaways were used to highlight seasonal promotions throughout the year, each with an individual theme, from Valentine’s Day to Back to School.

Albemarle Bond Creative
Albemarle Bond Creative
Albemarle Bond Creative

Website

Rule

The new website design is fully responsive on mobile and tablets. It features videos of friendly staff members offering helpful advice, plus an e-commerce solution that makes it easier to purchase pre-owned gold jewellery and premium watch brands online.

Albemarle Bond Creative