Challenge
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The Pauline Quirke Academy for Performing Arts is a small business with big ambitions. Their success to date has been driven by their entrepreneurial team. With no professional in-house marketing competence PQA also relied on management judgement and design agencies to grow. Concerned about becoming stale they wanted to make sure they had effective plans to drive growth.
To double turnover and the number of academies from 50 to 100 in 3 years.
Identified the most motivating ideas to position and promote the brand and deliver a distinctive brand experience. As a result, we launched a new performing arts marketing campaign and student numbers increased c. 20% after the Autumn opening season. Since the first marketing hire, the team has grown to 7 executives over four years. All are highly motivated, and also focused on delivering an amazing brand experience. In addition, overall student numbers, and sales have more than trebled.
Read more about The Pauline Quirke Academy online.
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To create an engaging event for the local community, boost interest and trial of new sports, and local clubs. Also to raise the profile of Marlow Sports Club, and raise funds to pay back the land purchase cost
It all started with an idea from a tennis club member who is a qualified pyrotechnician. Thereafter, we set out to fill a gap in the local market. Also to create a distinctive experience to inspire kids and adults alike. Nearly 9 months of planning goes into staging the show. It is an organisational challenge led by members of Marlow Tennis Club, and also involving help from all other sporting sections.
Marketing promotion aims to reach over 90% of the community half a dozen times in the 2 weeks before the show.
The offer itself is also designed to involve local sports clubs, great music, as well as purveyors of fine local beers, wine and food.
The Marlow Monster Fireworks Show is now in its 5th year. From a standing start, attendance has grown every year, and visitors now include over 10% of the local community. As a result, it has raised over £30,000 to pay back Marlow Sports Club’s land purchase cost. Thus also helping to provide a lasting legacy for the local community.
The 2020 show is on Saturday 7th November (social distancing guidelines permitting); for advance tickets, visit the Marlow Monster Fireworks Show ticketing website after October 1st. Thankyou for supporting the cause.
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Parkinson’s is a charity focused on promoting awareness of, research into and help to alleviate Parkinson’s disease. In particular, they wanted help to understand needs and motivations to take part in events and generate and assess ideas for new events to raise awareness of Parkinson’s disease.
To research why participants take part in events, and also provide guidance to develop new events to promote Parkinson’s.
Revealed a clear picture of the type of event participants, their event needs and factors that drive participation. Also reactions to a range of events and what would most stand-out, appeal to event goers and match Parkinson’s objectives. Our work ultimately focused Parkinson’s UK communication and fundraising strategies and event development strategies.
Read more about and then support Parkinson’s great work.
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Ovo Energy is a small energy supplier who also wanted to create a new service to take on the might of the ‘Big Six’.
Identified widespread unmet need for a new brand to challenge the ‘Big Six’, and also the ingredients for a new service. Since launching the new service, and energy marketing campaign, the number of Ovo customers increased three-fold. In addition, Ovo became uSwitch ‘Energy Supplier of the Year 2017’, winning 11 out of the 12 awards.
See Ovo Energy’s refreshing new energy services.
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How we researched and developed a new global professional services marketing campaign
Having concerns about the effectiveness about their current advertising, CIMA wanted to understand how it worked, understand accounting students, and also their student journey. In particular, to develop a new and effective strategy and campaign to attract more students.
Professional services marketing success story | How we helped CIMA research and develop a new global ad campaign and increase members
Through our work we identified key motivations and barriers to taking CIMA qualifications. Also a blueprint to enable consistent and distinctive global brand communication covering rational and emotional benefits, personality and style and tone. In turn this inspired a new advertising campaign which launched globally. As a result student acquisitions grew by 15% in year one. This exceeded the goals originally set.
Considering a career as a management accountant? Visit the CIMA Global website.
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With pressure on public finances, both national and local Government wish to contain costs and also maximise cost recovery.
To understand family information and service needs and assess awareness. Also usage, drivers and barriers to use Buckinghamshire Family Information Service.
Our work bench-marked Buckinghamshire Family Information Service performance, information and service needs, usage and drivers and barriers. As a result this revealed many insights on geo-demographic penetration differences. It also spotlighted opportunities to improve online information provision, service value, develop new business services and help recover costs.
The Buckinghamshire Family Information Service provides lots of ideas on fun family activities in Buckinghamshire.
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Berenberg Bank is a global investment bank. The telephony team wanted to uncover insights on demand and income potential. Also to understand drivers and barriers to bundling fixed line, mobile telephony, broadband and television services. This would input to an equity investment analysis and report for their clients.
Contributed many insights on drivers and barriers to, and also the financial implications of bundling telephony and TV services. For example, across all the markets surveyed, customers’ desire for bundled services, increases as customers experience more bundled services. As a result we predict more mergers, acquisitions and strategic relationships among telephony and television providers.
Berenberg’s reports continue to help build a pioneering reputation in equity research and investment.
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Match of the Day is the BBC’s flagship football programme. A earlier attempt to expand the brand was unsuccessful and a new opportunity foreseen in the teenage publishing and online market.
To understand the market for football news and gossip, and also identify gaps in the market for a new multi-media football offer.
Identified opportunities and created blue-print for new Match of the Day magazine and website targeted at tweens.
The magazine launched in 2008. In year 1, sales amassed c. £8.5m thus enabling it to vye for category leadership.
Read BBC Match of the Day magazine
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With origins as a housing association, Livv Homes (was First Ark) is a pioneering social enterprise based in Knowsley, Lancashire.
To help Livv Homes establish a clear, motivating and unifying direction. Also to develop strategies to better meet customer and stakeholder needs and improve marketing capability.
Helped First Ark (now called the Livv Housing Group) understand how to think from a customer point of view and discover the benefits in so doing.
Established a clear and challenging mission to inspire the management team and organisation at large to develop their exciting social enterprise. As a result this sets a new high standard for the way the organisation works and has potential to transform the local economy.
Also established new marketing strategy, brand strategy and plans to ensure concrete and steady progress to achieve desired financial and customer outcomes.
Read more about this pioneering social enterprise.