RIBA
Successful venue team aims to do better
If you already know you're good at what you do, why talk to
Air?
Well, for RIBA Venues it was because they knew they could perform
so much better. What they wanted was an objective, educated
opinion on where those improvements could be found.
The Challenge
Take it from us, when you work with a client that is already
doing pretty well on its own, the challenge is to make sure you
bring something worthwhile to the party. So, it was down to Air to
find out exactly where and how RIBA Venues could focus their
efforts to grow the business.
The Action Plan
An in-depth review of every facet of the business was the
simplest way to get everything we needed. Our Marketing Review
included a vast range of activities such as talking to clients,
mystery shopping for competitor analysis, as well as detailed
examination of how the budget was being used.
The Results
- The Marketing Review revealed that RIBA Venues needed to
segment its audiences and clarify its communications
messages.
- A shift away from advertising towards PR was needed so that the
budget work better and bring more value, not to mention give RIBA
Venues the ability to reach its different audiences.
- RIBA Venues undertook Air's recommended Branding and
Positioning Workshop to fully address these issues.
The
Verdict
"Talk about re-energised and gaining new focus! The work that Air did for us has shaped our strategy for the past two years and we are regularly referring back to the plan because there were so many ideas that we couldn't do them all at once. Thanks to the branding workshop and switching our focus to PR, we've got far more cohesive messaging and are getting some great coverage in a broad range of media. Even during a recession, we've been able to hit our financial targets - a crucial objective for the RIBA which holds charity status."
Lisa Lightfoot, Deputy Venues Manager, Royal Institute of British Architects
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