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Case study: Increasing marketing effectiveness for multi-site service organisation

At one particular organisation we worked with there was no consistent look and feel to the marketing materials and the organisation was spending thousands of pounds on designing and printing bespoke marketing materials for each service across a number of sites. This was not only costing far too much money, but it was leaving little time to focus on more pressing marketing priorities.

By developing a suite of standard materials that could be used across all sites and that could be used to market to multiple channels we reduced expenditure on literature by over 200% saving the organisation a fortune.

With clever use of copy a suite of generic materials can be used for a range of purposes and different audiences. Information that was likely to change, such as new sites and staff details were kept in separate documents that could be easily and cost-effectively updated as necessary.

By developing brand guidelines, templates and rationalising the suppliers, the organisation was able to improve the quality and consistency of its materials and communications. A number of tools and templates were created including brochures, presentations, proposals, stationery, newsletters, web pages and adverts.

By producing a pool of information to draw on, the creation of marketing collateral becomes a much simpler process which can be managed by a junior member of staff rather than the whole team.

A new print management company was sourced to manage all print. This not only reduced cost because the most appropriate printer was being used for each job, but it also meant that materials could be stored in one place and a suite of management reports were available to manage stock.

A “visual standards” guide and audit check lists were also created to ensure all sites are consistently presented to the same high standards.

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  • ...Nicki recommended an overall approach which is flexible enough to work for the different parts of our organisation. She also provided a number of useful tips on how we manage our brand and the balance between national and local marketing...

    Stephen Lenton, Heritage Care (Older people, Learning disabilities, Mental health)

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