A fast track marketing plan
Situation
ECTA
is a small organisation representing telecommunications organisations across
Europe and providing regulatory lobbying and events. ECTA needed the development
of a marketing strategy to direct its approach for the following 12 months, in
an environment where membership was falling.
Brief
Develop a marketing strategy covering all communications plus PR and internal communications in 3 weeks. All programmes suggested must not incur any additional cost.
Solution
Reviewed
the current approach and the wider business strategy, identifying key areas
of value to customers and the areas of revenue generation.
Designed
and carried out a research programme with customers to identify areas of
satisfaction, use of the service and likelihood to renew their subscription.
Reviewed
the PR strategy, analysed effectiveness and identified key target
communications
A
new strategy was developed covering marketing, PR and internal communications.
The strategy proposed a series of marketing programmes including a customer
retention scheme and changes to some current programmes including the web site.
The strategy was fully costed and identified areas of cost saving and new
revenue which covered the proposed programme costs.
Rachel
McGuinness, ECTA:
‘The exercise was extremely useful. It basically documented most of the things we knew already, but also threw up issues and brought in new ideas. However, none of us had had the time to do it previously, so it has provoked us into being a lot more organised and focussed about our marcoms which can only be a good thing!’