Five on a Bike is a video production agency with a talent for turning complex stories into clear, human-led content. For years, they had worked across a wide variety of industries, building a reputation for creativity and quality. But reputation alone does not guarantee a steady pipeline. Most new projects were still arriving through word of mouth, leaving growth unpredictable. When the team made the decision to specialise in the UK care sector, they knew they needed a different approach.
Why the Care Sector
The care industry was at a turning point. Operators were under pressure to modernise facilities, strengthen communication with families, and recruit new staff. Video content could solve many of these challenges, from virtual tours that reduced reliance on in-person visits to heartfelt films that showcased the day-to-day care environment. Five on a Bike had already delivered strong projects in this space, and the fit between their style and the needs of the sector was clear.
The problem was visibility. Mid-sized care groups, the ideal target audience, were small in number and difficult to reach. The pandemic only added complexity: conferences and physical visits were cancelled, and inboxes were filled with generic sales pitches. Five on a Bike had the right product, but without a repeatable system for outreach, opportunities were limited.
Building a Different Kind of Campaign
Working with Marketing Managed, the team set out to build a combined direct mail marketing and account-based marketing programme that would feel personal, creative, and true to the brand’s values. The strategy combined rigorous data work with tangible, memorable touchpoints.
A carefully researched list of 75 decision makers formed the foundation. These contacts were chosen because they were leaders in care groups with potential for growth. Each record was human-verified to include details that would allow the team to personalise every approach.
With the list in place, Five on a Bike created their “Pocket Pitch Box”. Each prospect received a small, thoughtfully designed package that included a Yorkie bar, Yorkshire tea, a PPE ear guard, a LEGO minifigure, and a handwritten card. Every item was tied back to the agency’s promise of care, creativity, and difference. It was designed to create a smile and make the recipient pause long enough to remember who had sent it.
Extending the Conversation
The physical touchpoint was only the first step. Within 24 hours of delivery, contacts received a LinkedIn message from founder York Woodford-Smith. The message referenced the box and opened the door to a conversation. This was supported by a short sequence of emails offering sector-specific insights and video examples. The mix of physical and digital created familiarity and trust, making it feel more like a warm introduction than a cold pitch.
Results That Spoke for Themselves
The campaign quickly delivered measurable outcomes. Sixty-three percent of recipients booked discovery calls within two weeks of receiving their box. Within six months, the agency had generated £89,000 in new revenue. When measured against the modest cost of the campaign, the last tracked return had exceeded 2,300%. Brand awareness also grew rapidly. Eighty percent of the target list recognised Five on a Bike on a second contact, and the agency secured speaking slots at four major industry events alongside coverage in care sector media.
Even small setbacks added to the story. A supplier issue meant one batch of snacks arrived close to expiry. Instead of wasting them, the team donated the extras to a local food bank. This unplanned gesture reinforced the agency’s reputation for empathy and authenticity.
A New Position in the Market
Today, Five on a Bike is widely recognised within the care industry. When care home groups discuss video partners, their name is among the first mentioned. The campaign did more than win short-term work. It established long-lasting authority in a niche where trust matters most.
“The effort, quality and ideas were top class. We logged ROI of 600 percent at launch, now over to 2,300 percent. Marketing Managed’s strategic support was excellent.”
— York Woodford-Smith, Founder, Five on a Bike
