Ei Group

How do you raise the bar in publican communications?

The Challenge

With over 5,000 sites across the UK, Ei Group challenged The Hub to devise a strategic communication programme that would ensure the optimum standards in retail best-practice across its diverse portfolio of leased, managed and tenanted operational sites, whilst delivering added value and driving profit for its supplier partners. Additionally, this programme needed to delight consumers and encourage footfall.

The Strategy

The Hub devised a strategic annual communications programme to ensure all relevant business intelligence and operational guidance was appropriately communicated to publicans on a regular basis in line with critical calendar dates.

The featuring of supplier offers and Ei Group drinks deals was commercially critical, eliminating any flexibility in distribution deadlines.

Working with on-trade experts, supplier brands and the publicans, The Hub accomplished the communications agenda between the wider Ei Group business and its pub operators for over 7 years.

The Campaign

The Hub had sole editorial direction, production and publishing responsibility for a monthly 40+ page magazine (increased pagination for bumper issues), Deals & Ideas, packed with advice and inspiration to enhance site-level operations - with a distribution of 7,000 copies – printed and distributed by The Hub’s fulfilment partners.

We partnered with guest editorial contributors and worked attentively with suppliers to onboard them with advertising support, resulting in incremental revenue for Ei Group.

The Hub nurtured and collaborated with key supplier partners such as Sky to promote footfall critical sport fixtures, gaming partners to significant revenue drivers and wholesale partners Brakes and Booker to promote food offerings.

In addition, The Hub devised and developed key consumer-facing assets, including POS material and duel-branded marketing campaign collateral with suppliers, to ensure a fully aligned approach to tactical activations.

The Results

Over 70 issues of Deals & Ideas

58% average annual uplift in publican sales

Over 6,200 Ei Group Publican monthly distribution

“The Hub has a proven understanding of the pub market and is innate to the demands and the needs of the Publican. As we develop our Publican support programme in line with the ever-changing sector landscape – The Hub is the best partner to support us in delivering a tangible and resourceful support package to our Publicans and sharing Ei Group news and initiatives with the industry. We put the upmost trust in The Hub to plan, manage and deliver our publican commercial programme, which is ultimately responsible in driving our supplier brand revenue across the estate.”
Marketing Manager, Ei Group

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