We were appointed to create a sales and marketing plan for Elmbridge Borough Council’s building control division, which was being spun out of the council into the third sector as a social enterprise, as part of the government’s policy to safeguard important local authority services.
An essential part of the exercise was to understand the business and the people who ran it. With this in mind, we went out on site visits, interviewed every member of staff to better understand their roles and responsibilities, and held workshop discussions to discuss their views concerning the business, corporate branding, marketing communications and marketing strategy. We also looked closely at customer segmentation to identify key target markets.
Our 60-page marketing strategy included a systematic review of the business plan, comprehensive research of the competitor marketplace, the creation of a strategic corporate brand proposition, the identification of the marketing communications platforms required to meet the needs of key stakeholders, and the creation of a lead generation strategy to raise consumer awareness in their services. We looked at the sales pipeline process and made recommendations concerning the implementation of a CRM system to minimise churn and maximise conversion. We advised on customer lifetime value and the opportunities for cross-selling and up-selling via marketing automation software. We recommended the development of customer lifetime value strategies to encourage recommendation and referral to exploit word of mouth opportunities.
The next part of the process was the creative development of the corporate brand proposition. This involved the design of a logo and the demonstration of its application across different media. We created three different creative concepts and developed the chosen route in partnership with the client. We demonstrated how it would look across various marketing platforms, including the website, brochure and folder, stationery and uniforms. Once finalised, we provided a suite of logos and icons. We developed a site map for the website and analysed the customer journey to understand content needs and navigational logic.
‘Just what we needed. Thank you for all the help you gave us.’