kingdom security case study
TRANSCRIPT
KINGDOMCLIENT: KINGDOM SECURITYWEBSITE: WWW.KINGDOM.CO.UKCASE STUDY
PARTNERShIP APPROACh TO SEGMENTATION,TARGETING AND CONvERSIONS
A ‘Partnership’ approach to effective segmentation, targeting and opportunity conversions focussed on the Public Sector…
ThE BRIEf To work alongside senior stakeholders within Kingdom’s Environmental Protection Division (EPD) to create an outbound lead generation/awareness campaign of Kingdoms Local Authority Environmental Enforcement activity. Overcome the negative stigma build up in the media about this kind of service model and assist with positioning Kingdom as the UK’s ‘Go-To’ provider, based on it’s superior project experience, innovation and flexible scheme models.
CASE STUDY
KINGDOM SECURITY | PARTNERShIP APPROACh TO SEGMENTATION, TARGETING AND CONvERSIONS
CASE STUDY
KINGDOM SECURITY | PARTNERShIP APPROACh TO SEGMENTATION, TARGETING AND CONvERSIONS
WORKShOP
RESEARCh
EMAIL CAMPAIGNS
DIRECT MAIL
TELEMARKETING
SALES PIPELINE MANAGEMENT
ThE SOLUTION
TNBA conducted a pre-campaign workshop with all senior EPD stakeholders and Kingdom’s Sales Director in attendance. Our discussion was focussed on building our understanding of Kingdom EPD’s sources of competitive advantage, competitive landscape and target market.
Post workshop, a period of research was commissioned to identify Environmental Service Dept. Decision Makers within each UK Local Authority, along with extensive segmentation of each Authority based on area size, population density, type of council (i.e. District, Unitary, Metropolitan etc.)and proximity to existing EPD clients.
CASE STUDY
KINGDOM SECURITY | PARTNERShIP APPROACh TO SEGMENTATION, TARGETING AND CONvERSIONS
Some of EPD’s schemes are offered on a ‘self-financing’ basis which see’s Kingdom paid a percentage fee of each FPN (Fixed Penalty Notice) which officers issue for any observed infringements (dog fouling, littering etc.). Following on from this segmentation, we were able to effectively calculate the viability of offering each different type of scheme model (self financing, pay per hour or a ‘hybrid’ solution) and focus our personalised campaign messaging accordingly.
To date, messaging has focussed on building awareness of Kingdoms existing Local Authority project work, its ‘superior technology’ (which leverages increased effectiveness from it’s enforcement officers compared to it’s competitors) and the ‘halo effect’ created by the various community initiatives being rolled out by Kingdom and their local authority partners which are funded by the revenue’s created through EPD’s enforcement schemes.
The outbound marketing element of our campaign utilised a ‘co-created’ mixture of monthly targeted emails and letters, combined with comprehensive telephone follow up.
The campaign has been managed on a solid foundation of ‘partnership’ between Kingdom and TNBA. This includes TNBA assisting with sales pipeline management activity and sees regular off-site meetings taking place to run through campaign performance and feedback, tactical messaging and hot topic issues that require responsive action and also further service and market sector training given to our team by senior members of the EPD. Sign-posted monthly and quarterly reviews are carried out with contribution from all senior stakeholders and include recommendations made from both Kingdom and TNBA, for future campaign targeting.
ThE RESULTSTo date our campaign has produced face to face introductions which are being translated to proposals at a percentage of 80%. Confirmed first year revenue won, is at a ratio of 15:1; with projected first year revenue from opportunities being currently nurtured expected to reach a ratio of 35:1
The team at TNBA deliver because they work hard to get a clear understanding of our services and our various target audiences before creating outbound campaigns for us. We take a ‘partnership’ approach to our campaigns with TNBA, which means that stakeholders from every level of our business contribute to make each project a success. As a valued outsourced marketing partner to our business, they are responsive, pro-active and effective.
Mark Wallace – Director - Kingdom Security
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CASE STUDY
KINGDOM SECURITY | PARTNERShIP APPROACh TO SEGMENTATION, TARGETING AND CONvERSIONS
TNBA MarketingOxford Office15 Percy StreetOxfordOX4 3AA
E: [email protected] T: 0845 557 8303
TNBA MarketingManchester OfficeSuite 8 N-CTrafford HouseChester RoadStretfordOld TraffordManchesterM32 0RS
E: [email protected] T: 0845 557 8303