Strategic marketing consultancy | Brand marketing consultancy | The Marketing Directors logo

Livv Homes

Livv Homes

How we helped inspire a new social enterprise

Background

With origins as a housing association, Livv Homes (was First Ark) is a pioneering social enterprise based in Knowsley, Lancashire.

Challenge

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.

First Ark-social enterprise

First Ark, a pioneering social enterprise

Approach

  • Information review and stakeholder interviews to understand hopes, fears, marketing capabilities, business issues and opportunities.
  • Create start-point mission and ‘brand’ positioning to explore and develop in working sessions with management.
  • Team working sessions covering four business units to determine customers, segments and also needs.
  • Develop mission, positioning and series of marketing plans for the overall business. Also for the range of business units and product and service groups. We also devised key performance indicators (KPIs) to aid ongoing management.
  • Interactive marketing ‘discovery’ sessions followed finally by a strategy debrief.

Results:

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.

Merlin Entertainments

Merlin Entertainments logo | Leisure Marketing Success Story

How we helped increase visitor loyalty

Challenge

To understand the drivers and barriers to visiting Merlin attractions, including Alton Towers, Thorpe Park and Madame Tussauds. Also the role of the Merlin Annual Pass (MAP) and how to increase trial and repeat visits.
Leisure marketing consultancy

The Merlin Annual Pass – a year’s worth of fun!

Approach

  • Customer depths and workshops with families of children aged 2-18 years. The sample included both new, long standing and also lapsed Merlin Annual Pass holders. In addition the sample covered customers of both the standard and premium pass and a mix of ages, gender and family composition.

Results

Identified deals and customer ‘savviness’ reduced value perceptions, creating a ‘deal-seeking’ mindset and expectation for further deals.
Thus we recommended strategies and policies to manage and extend customer relationships, and also build value back into the Merlin Annual Pass. Also to create new passes tailored to the needs of specific customer segments.

Find a Merlin Annual Pass that’s right for you.

Back to marketing success stories.

Department for Education

Dept for education logo | Marketing success story | Dept for Education

How we researched teachers and devised strategies to increase technology use in schools

Challenge

To understand the drivers and barriers to increasing adoption and usage of virtual learning platforms. Also the role of parental reporting in schools. All specifically to improve educational outcomes.

technology marketing consultancy

Using information and communication technology (ICT) in schools

Approach

  • Collaborative working session to insights on school’s experiences using virtual learning platforms. In particular, on issues and opportunities.
  • Creative development of offer and communications stimulus.
  • Group and depth teacher research programme involving primary, secondary and also special schools. Teachers were also asked to undertake a range of pre-tasks before attending discussions to familiarise themselves with potential issues and opportunities.
  • Analysis and debrief findings and conclusions.

Results

Revealed school and teacher motivations and barriers to using information and communication technology (ICT). Insights included the importance of tangible services to support schools and also what were the most persuasive technology marketing messages.
We also recommended policies and communication strategies to maximise school, teacher and educational benefits from ICT.

Back to marketing success stories.

General Register Office

Home office logo | Public sector marketing success story

How we diagnosed sales drivers and barriers in family history research

Challenge

Faced with falling income, the General Register Office (GRO) (part of the Home Office) wanted to understand the family history market and the customer journey. In particular, the use of birth, death and marriage (BMD) certificates, and drivers and barriers to sales and cost recovery.

Family History Research

Researching family history researchers

Approach

  • Initial working session followed by secondary research to understand the market, key competitors and also BMD sales drivers and barriers. This involved regression analysis to determine sales causes and effects.
  • Qualitative research with genealogists through to novice researchers to understand customers and influencers. Also the family history research journey, salience and role of GRO and reasons for using or not using BMDs.
  • Followed by creation of range of BMD services and delivery methods.
  • Then finally quantitative research, conjoint analysis and econometric modelling to quantify usage and attitudes, BMD sales drivers and barriers, determine strategic product, communication and pricing policies, and analyse and forecast 5 year demand for BMD services and revenue.

Results

Created  mathematical formulae and statistical models to predict future sales by analysing and also correlating sales and effects over 10 years.
In addition, provided new insights on existing and potential family history researchers, the market and BMD sales drivers and barriers.
Devised new product, promotion and pricing strategies to meet the GRO’s public sector marketing objectives. These then provided a foundation and focus for growth.

To trace your family tree use the General Register Office‘s services – as used exclusively by a very large proportion of genealogists.

Back to marketing success stories.

Marlow Tennis Club

Marlow Tennis Club logo | Sports club marketing success story

How we helped a tennis club increase members by 45%

Background

With new management team in place, Marlow Tennis Club wanted to revitalise the club experience, and also boost tennis participation and club membership.

Challenge

To research tennis club member needs and requirements for sporting and tennis facilities. Also to devise growth strategies and plans to inform site development.

Approach

Staged approach:

  • Initial online member survey to assess missing facilities in the town of Marlow and reaction to existing facilities. Also to assess drivers and barriers to increasing sport and tennis participation, and reaction to new ideas.
  • Development of facilities’ improvement options to improve the tennis playing experience and also boost participation.
  • Consultation with members, other sport sections and also Marlow Sports Club trustees to shape facilities improvement recommendations.
  • Benchmarking of Marlow Tennis Club vs. other LTA accredited tennis clubs to reveal growth issues and opportunities.
  • Development and implementation of sports club marketing strategies and plans to promote to the local community.
sports marketing consultancy

Opening of the new mini tennis zone at Marlow Tennis Club

Results

Improved the club experience and ambience by improving courts, adding a new mini tennis zone, and also a vibrant event programme including tournaments and socials.
As a result, Marlow Tennis Club membership grew by 45% to over 350 in three years. It was also awarded Wycombe District Sports Club of the Year in 2016.

Anyone for tennis? Visit Marlow Tennis Club‘s website.

Back to marketing success stories.

Dulux

Dulux logo | Decorating marketing success stor

How we inspired a new-to-world paint

decorating marketing consultancy - Dulux Sterishield

Dulux Sterishield

Challenge

Dulux wanted to fill their new product pipeline in order to secure future business growth.

Approach

  • Initial internal consultation to determine what was known
  • Wide-ranging trade and decorating marketing research programme to identify unmet, and new needs, for paint and trade decorating materials. Research involved both consumers and trade opinion leaders such as architects, surveyors, design agencies. Methods included depths, groups and also ethnography.
  • Analysis and presentation of findings using giant boards.These aided further product development.

Results

Over a dozen insights revealed to inspire product development. As a result, this filled the new product pipeline for several years. In particular, we inspired a ‘new-to-world’ Dulux paint product that inhibits MRSA. Following exhaustive hospital tests, it is now realising its multi-million pound global potential.
Significant decorating marketing and organisation opportunities also revealed.

Read more about Dulux Sterishield.

Back to marketing success stories.