Case Studies
TOPIC: Marketing Plan and Activities for Growth
FOR: BCC Group – Technology Provider
The need
BC Computing of Castleford West Yorkshire employed 13 staff and supplied Remote ICT Support Solutions as part of a Managed Service. The client base of BC Computing comprised a small number of large multinationals and a range of SME’s mainly in and around West Yorkshire.
The need was to develop a sustainable method of acquiring new clients so as to increase turnover to level which mitigated the over-reliance on the few large customers. BC Computing had seen this need and had appointed Ian Jackson as Head of Business Development to implement and manage the growth programme.
Intervention
Co-optimize Marketing in conjunction with Ian Jackson Head of Business Development carried an audit and diagnostic to identify the key issues. An away day was held to clarify the vision and objectives. Desk research was carried which confirmed the demand in Yorkshire for all the BCC range of services.
The following activity was then implemented:-
The company was re-positioned as a Group so that the three major services of BCC Group™ were visible to all clients:
BCC Remote Support Solutions™
BCC Data Migration Solutions™
BCC Data Visualisation Solutions™
A new identity and logo design were created and applied to all communication materials including a new website.
A marketing strategy and marketing activity plan were created. The strategy was chiefly to sell existing services to new clients but also to pro-actively sell more of the BCC services to existing clients.
Selling more to existing clients was carried out by word of mouth whenever the directors or staff visited the site of their customers.
New clients were acquired by three main methods:
- Targeted telemarketing and following up with an appointment (this was used to capture businesses with an urgent need for the BCC Group services)
- Long term relationship building by networking – we introduced Ian to the networking process
- Forming strategic alliances with carefully selected partners based on the principle of multiple referrers
Outcome and Benefits
Business is now set to grow 20% this financial year, having grown 10% last year
BC Computing was renamed BCC Group and is able to present itself to both large and small clients alike; it now presents all of its services to all of its clients in a contemporary manner.
The telemarketing technique was started and tested by Co-optimize Marketing and now BCC Group employ a Telemarketer who generates sales leads and makes appointments for Ian Jackson. Ian is now a regular networker and this has resulted in several new clients and contacts.
A strategic alliance has been formed with a local medium sized accountancy firm and BCC Group provide the IT support for their clients under their banner. More strategic alliances are shortly coming to fruition.
In summary BCC Group with its new identity now has a clear, robust and effective Marketing strategy and 4 main routes to market all of which are bringing in incremental sales.
Verified by Ian Jackson of BCC Group: Tel: 01977 667777
VEMIRI
TOPIC Outsourced Marketing Department
FOR Vemiri Alloy Wheel Manufacturer
The need
Mohammed Afzal contacted West Yorkshire Ventures in Leeds as he had a vision to manufacture high quality alloy wheels for the worldwide automotive market. In setting up this business Afzal needed the support of a Marketing company as well as other support functions such as business planning and legal frameworks.
The need for marketing was to support M. Afzal through the first 6 months in order to get the product to market on time. M. Afzal has a deep understanding of Alloy Wheels and this combined with the experience of marketing from Co-optimize Marketing was used to good effect.
Intervention
Rodney Mallinson and Chris Allcoat Co-optimize Marketing were taken on by M. Afzal and funded by West Yorkshire Ventures. It was quickly established where the business was at and where it wanted to be.
A roadmap of activity was then laid out to follow to ensure that the Marketing fitted within the overall business plan and everybody knew the various stages that had to be undertaken to achieve a successful launch.
Over the next six months the marketing activities were undertaken and regular meetings were held at least once a month. At the meetings the work done was reviewed and the activities for the next period were agreed and set. The marketing activities involved Branding and agreeing the strategic approach to meet the business financial objectives. A Marketing Plan was developed. Communications were prepared which included a brochure, letters, headlines, strap lines, a website, copy writing and press releases. A lot of the work was carried by M. Afzal and his team with direction and refining being carried out by Co-optimize Marketing.
Outcome and Benefits
The new Alloy Wheel Manufacturing and distributor company known as Vemiri was successfully launched. The first production batch of high quality alloy wheels for SUV’s was an immediate sell out.
Vemiri now has retailers and distributors in 16 countries and is on target for £1m turnover in its third full trading year. Further products are now being designed and manufactured such as full styling kits for SUV’s.
Contact: Vemiri on 01274 395171 and see more information on www.vemiri.co.uk
YORKSHIRE FORWARD –
West Yorkshire Ventures – High Growth Start Up Businesses
Co-optimize Marketing have successfully completed over 40 projects for West Yorkshire Ventures and have signed satisfaction statements from these clients
Eg. from NW of NightHawk Security Ltd
“You did not just meet my expectations…you exceeded them, I look forward to working with you in the future”
“We work with you to optimize your sales
and profits now and in the future”
Tel: 0113 393 5116
