Regent’s College
Events business seeks to raise profile
The new Conference Manager wants more exposure for the business? No problem. But, she also needed to inject some vitality into the marketing activities and give the sales team extra support. Still no problem; in fact, we couldn't wait to get started!
The Challenge
We had to find out what made Regent's College Conference Centre
very special. Hardly rocket science, but in such a crowded market
place, finding that unique selling point can sometimes take a lot
of digging. But, once armed with this knowledge, we would know
exactly how to spice up their marketing efforts to get the exposure
they needed.
The Action Plan
Even though we say so ourselves, the bespoke plan we created for this client ticked all the boxes. Together with the sales team, we created a structured marketing plan, provided on-going marketing support for the team to develop their own key account management capabilities; and introduced our design agency partner to improve the standard of marketing collateral. And that was just for starters.
The Results
- The sales team now has a dedicated marketing department (that's us!) which is always there to give advice and guidance at any time.
- By maximising use of the database, customer relationships and service levels have greatly improved
- With better information and clearer messaging, the team is now staging well-attended events that provide an uplift in sales
The Verdict
"We've really become much more focused with Air on our side. Conducting the client interviews were an excellent way to demonstrate a strong, clear message that their business is important to us. The PR activities that we've done, and continue to do, have put us on the map. The Air team keeps us motivated and they have really helped us to raise our game."
Rachel Azzopardi, Conference Manager, Regent's College
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