Professional Management Training Association
Focus on your best customers
with
specialized programs.
The Problem/Opportunity: This management education company wanted to determine how to improve its marketing to its best corporate customers.
The Challenge: The client's core business of education for individual managers was growing nicely. The challenge was to leverage these resources, and to combine them in new ways to meet the customized needs of their largest customers, and to identify new offerings that would be valued by these clients.
The Solution: First we interviewed executives, managers and sales people within the company so we could articulate the key decision makers and influencers for management training in their target segments. The next step was to identify the needs of these people as they related to educating their management as teams rather than as individuals. A consensus was developed to prioritize the importance of these needs in the decision process.
Next Ewing Consulting developed a prioritized proposal of actions the client could take to address these needs. The proposals ranged from a marketing communications plan targeted at these decision makers, functional enhancements to the corporate web site, to specialized offerings for individual customers Again, a prioritized consensus was developed on the priority of these items.
Ewing Consulting was then asked to lead the implementation of the first project on the list: a multi-step direct marketing campaign that integrated telesales, field sales, the internet, print advertising and direct mail to reach the target audience. We developed the project plan, documented new operational procedures necessary to implement the plan and managed it through completion on time and within budget.
The Results: This engagement provided the client with three major deliverables: a message plan for their best customers a detailed project plan that their staff can follow to implement integrated direct marketing campaigns. The plan includes tasks, responsibilities and due dates in an easy to use format. documented procedures for handling leads from their best customers regardless of the sales or marketing channel that generated the lead.
Ewing Consulting worked with this client to:
- identify the requirements of the decision makers in their target market segments,
- articulate their targeted offerings and competitive advantages for these segments,
- identify weaknesses and new business opportunities,
- develop a plan and the related business procedures needed to take advantage of these new opportunities,
- implement the first phase of this plan on time and within budget by providing the leadership and the individual contributions needed to complete the task.
Get Started by inviting Ewing Consulting to evaluate your current marketing strategies so together we can develop a plan to develop new business opportunities.