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Case study - Mcconnells

The Crown Information Office (CIO) is responsible for all public service communications, and inclusion on their agency roster can lead the way to substantial opportunities for successful marketing agencies.

Diversity Dimension supported McConnells, a multi-service agency based in Derby, with the design of a campaign targeted at a range of hard to reach communities for NIACE – the National Institute of Adult Continuing Education.

The result was a highly targeted proposal with 27 alternative iterations which was selected by the CIO as their preferred campaign.

It became one of the most successful experienced by the agency, with response rates reported as being 520% above any previous NIACE campaign, and feedback to Diversity Dimension from McConnells CEO:

“As you know, we knew nothing about this market! We do now - and great thanks to you.”

If you’d like to know how you could improve your approach to diversity and business performance contact Richard Purser at