Case Study

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Client	Jigsaw Solutions Limited, operating as Jigsaw - The Power to Deliver
Project	Launch of new national transport Company to the UK trade and national media
Objective	To create high levels of awareness amongst prospect Jigsaw clients of the new Company's offering in the UK transport market, through the national media and opinion-leading industry trade publications.
Brief	Jigsaw has a unique product offering in the UK transport market, which has been dominated in by traditional third party hauliers, and more recently, by fourth party logistics providers. Within this market, margins have come under increasing pressure from major multinational retailers and other blue-chip clients. Service levels have been compromised as large scale 'rate auction' sub-contracting has become more prevalent. In response to these market features, Jigsaw has been formed from eight medium-sized, established road haulage companies and a transportation consultancy. Together, the group has assets which include more than 1,200 vehicles and over 2,000 trailers. The company has gone to the market offering a revolutionary new concept in transport which combines the best of traditional, personalised road haulage with the latest management expertise. Most importantly, Jigsaw is able to offer the most competitive rates by removing substantial overhead recovery costs which are built into typical fourth party transport solutions. The sound economic sense of the Jigsaw business model, combined with genuine national reach and load flexibility, positions the Company to challenge the largest transport operators in the country.
Duration	Mid-October – December 2002
Activities	Following a complete brand identity and trademark registration process, all via the Marketing Management Office, Jigsaw was officially launched though a well-attended business presentation and luncheon for influential transport and logistics publications, held at a well-known West End hotel. Guests viewed a state-of-the-art multi-media presentation which was interactive with a spoken presentation by the Chairman of the Company. A comprehensive press package included hard copy releases, glossy literature, and a CD-ROM of all creative and informational material. The launch function was followed by the general distribution of Jigsaw announcement material to all relevant logistics and transport media, regional newspapers, and to selected trade media including industrial, manufacturing, retail and automotive titles. .
Result	The launch of Jigsaw has already achieved considerable resonance with the media, with prominent front and back page coverage in key publications within days of launch. Feedback from launch invitees and other interested media suggest that the Jigsaw story will enjoy a high profile in industry publications through to year-end and into the first months of 2003. The launch of the company was also covered by the Times where a prominent article appeared on the front page of the Business section – securing exceptional 'equivalent publicity value' for the client. Even against the most modest estimations, the value of coverage in the first week since the announcement is well in excess of total launch and associated creative costs – showing that just as with our client Jigsaw, the Marketing Management Office also has the Power to Deliver !