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

Centre for Alternative Technology

Centre for Alternative Technology logo

How we helped put this eco charity on a firm footing and champion a zero carbon world

Objectives

The Centre for Alternative Technology showcases sustainable building technologies in their visitor centre in rural Wales. They also run courses in sustainable building. They wanted help to put their charity on a firm financial footing, and thus better champion a sustainable future.

Approach

Multi-stage approach to:

First, primary research with key management and stakeholders, and secondary market and local catchment research to identify new business opportunities, and opportunities to better structure the charity and better market themselves.

Second, working collaboratively with the CEO, Chairman, to review and refresh their business strategy. Specifically to create compelling vision, mission, and set of guiding principles to help realise their goals.

Third, review and optimisation of advertising and promotion activities, particularly via Google Ads to boost requests for course prospecti and course sign-ups.

Results

We identified several dozen opportunities and prioritised those most likely to boost demand and income quickly. We then focused marketing effort on realising those opportunities working with hand-in-hand with key management. Through optimising online advertising we helped exceed annual course targets within 3 months.

In addition, we helped finesse CAT’s mission, vision, and devised a more customer and stakeholder focused organisation structure. All instilled renewed enthusiasm and also focused collective energy to champion a zero carbon world.  Read more about and then visit the Centre for Alternative Technology

Pauline Quirke Academy

PQA logo | Performing arts marketing success story

How we helped an amazing brand treble sales in four years

Background

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.

Marketing challenge

To double turnover and the number of academies from 50 to 100 in 3 years.

Approach

performing arts marketing

One of PQA’s promotion flyers

  • Research-led; secondary research and analysis of media costs and impacts, customer leads and sign-ups by drive-time. This clarified the geo-demographic target market for new Academy openings. It also inspired more cost-effective media strategies and plans.
  • Primary research among Academy principals, students and parents (both new, current and lapsed, also new, high and weaker performing academies). This helped understand product and promotion strengths and weaknesses, and also performance drivers/barriers.
  • Created mini advertisements and leaflets to help understand student and parent needs and also define the most compelling brand messages.
  • Recruited in-house marketing team to improve marketing capabilities, and also foster a culture of continuous improvement.

Results

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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Nile and York

Nile and York logo

How we helped a designer textile brand expand globally

Challenge

To build on the UK and European footprint, strengthen international distribution and presence, and also cement customer relationships.

Interior Design Services Marketing | Nile and York

Nile and York’s elegant website and fabrics

Approach

  • Analysis of issues and opportunities with CEO/management team.
  • Developed plans to build awareness and interest while mitigating risks.
  • Provided guidance and advice to create new marketing materials.
  • International promotion to raise brand awareness, interest, generate leads and also build and cement customer relationships.

Results

New trade marketing communication campaign implemented globally. As a result, this rapidly raised awareness and interest of this designer textile brand. It also boosted distribution in new markets such as the USA, and helped cement customer relationships. Today, Nile and York continues to carve a niche, and also win acclaim for its range of stylish fabrics and new wallpapers.

Check out the beautiful range of Nile and York small print chintz and sateen fabrics and wallpapers. With a range of nine designs and also six colours there is bound to be one to enhance your home.

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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.

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