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 visit the Centre for Alternative Technology

How we launched an amazing wedding venue

Challenge

• To research and develop a marketing strategy and plan to launch Rackleys Chiltern Hills; a new luxury wedding barn and event venue in the heart of rural Buckinghamshire. As the refurbishment took over 18 months, careful staging was needed to develop the venue, while attracting guests, and building a high quality reputation.

Approach

• Staged collaboration with the management team and also graphics and web designer, over 18 months.
• Firstly, secondary research to understand, the range and nature of current wedding venues, and offers, in and around Buckinghamshire.
• Secondly, qualitative research, comprising depth interviews, with prospective and recent brides and grooms, and wedding planners to understand their needs and decision making criteria.
• Thirdly, we defined the Rackleys Chiltern Hills brand positioning, product and service offer, and other elements of the marketing mix. Then created a website and established a social media presence.
• As the build nears completion, test events, and marketing, will increase in proximity to, and beyond the official opening.

Results

• Marketing for Rackleys Chiltern Hills wedding barn and event venue started in Spring 2020 with the launch of their new website, and social media sites.
• The impressive refurbishment is well underway and opening on track for 2021. Rackleys is now open for show-rounds, taking bookings and welcomes first guests in April 2021.
• After 2 months of (low key) marketing activity they have already received a ‘significant number of enquiries and bookings’.
• Take a tour around Rackleys amazing wedding barn in Buckinghamshire and check out their social media for latest news.

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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.

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.

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How we researched and developed a strategy to expand a brand in new international markets

Lypsyl product range

Challenge

To understand the global lip-care market, key trends, and also competitor strengths and weaknesses. All in order to focus Lypsyl brand development and international expansion.

Approach

• Secondary research plus management team interviews to obtain supplementary insights and also discuss issues and opportunities.
• Review of internal sales and market information.
• Review of secondary toiletries marketing and research sources. These included libraries, the Internet, retail trade, companies’ websites, and also published research.
• Creation of spreadsheet model to analyse and prioritise market opportunities. This covered some 100 markets or countries.
• Analysis followed finally by a debrief and working session.

Results

Provided comprehensive understanding on international lip-care markets and prioritised market entry opportunities. Also provided insight platforms and recommendations to develop the Lypsyl brand. Lypsyl has now been relaunched and successfully expanded into new international markets.

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