Target Data
Our data team obtained a list of primary and secondary schools, 6th form colleges and universities in the South of England (to include London and the Home Counties). We identified the key decision makers i.e. Business Manager / Bursar (or equivalent).

The Brief

• To secure introductory meetings with Business Managers / Bursars; for the client to then express the advantages/disadvantages of conversion, for example grant allocation.
• Establish the level of interest in academy conversion (i.e. already converted / considering converting / not yet considered).
• Continually improve and maintain data throughout the campaign.

The Campaign
The campaign began with a mailing introducing the practice.  It was agreed that mailings would be sent monthly to 100 prospects. This enabled us to focus on a manageable number of prospects for the 20 hours of contracted calling time per month, over a fixed 6 month period.

The objectives of the follow-up campaign were to:-

• Confirm receipt of the mailing and enhance brand awareness.
• Engage in dialogue with decision makers and determine their position regarding academy conversion, to understand their level of requirement from the practice.
• Emphasise the client’s experience in academy conversion, and appropriately introduce relevant aspects of the services on offer.
• Arrange qualified introductory meetings for the campaign lead partner.

Based on our past experience of sector-based campaigns, and the client’s existing  reputation within the education sector, we estimated that securing in the region of 15 –
20 appointments over the 6 month period would be appropriate.

The Result
At the end of the trial campaign, a total of 19 appointments were made.

To download a pdf of our case study click the link – academies case study.

For further information on academies and schools, we have 2 further downloads.
1) Number of academies by county
2) Number of schools by county.

Skills & Qualities

• Excellent verbal & written communication skills are essential
• Ability to prioritise a diverse workload
• Work to deadlines
• Strong IT skills
• Meticulous attention to detail
• Candidates should hold a good business degree and have some business experience.

Please send CV and a brief covering letter to janet@chartdev.co.uk

Click the link to view the pdf  – A Tasty BD campaign from Stephens Scown LLP produced for the March / April edition of PSMG.

Prospects & Clients love a Sector Specialist

Organising clients & prospects by sector rather than service can give a greater return on marketing investment. We will look at why it works, including evidence to support the view that clients prefer sector specialists, along with practical steps to work within sectors.

• Differentiation is the only strategy
• Resonant messages open doors and wallets
• Once partners get it they love it
• It’s marketing made easy
• 15 practical tips

Only £29 per person.

“I recently listened to a webinar, provided by Chartered Developments, on questioning technique.  I felt the session was very interesting, as it provided constructive scenarios that really made you think about your approach”  Partner, Four Fifty Partnership.

Client Profile

A large national life and asset management company whose range of products & services includes pensions, life cover, mortgages, insurance & a range of investments.

The Brief

With the potential loss of current clients as a result of the introduction of RDR, our client required the identification and verification of new future prospects. This was carried out by performing in-depth market intelligence on prospects supplied by our client.

Data

Supplied by the client.

The Result

• 47% completed surveys
• 20% decision maker stated that RDR is not relevant to their business
• 13% declined to take part
• 9% were uncontactable
• 11% no longer trading

Summary

This exercise provided a valuable insight into the views of IFA’s regarding RDR in general and how their businesses will change specifically. The research also accurately measured the size & profile of potential prospects in terms of assets under management, the split between fees & commission, identifying where their business comes from, which system or platform is currently used, types of products & tax wrappers currently used, research utilised for product choice and previous dealings with our client.  This enabled us to build a comprehensive picture of likely targets for our client.

Market Intelligence tailored for each client

The service that we provide is bespoke and individually tailored to our client’s requirements. What we could potentially offer you will depend upon exactly what you wish to achieve. For example, do you want to segment your current clients or target new prospects in specific market sectors, or perhaps both? If it is not telemarketing, then it will be intelligence gathering, but the use of that information will affect how it may be collected in terms of what is asked.  The client mentioned above wanted market intelligence essentially to be able to effectively target prospects to replace the clients that they are going to lose after the fallout resulting from RDR.  They will eventually use the information obtained for appointment setting purposes and will probably engage Chartered Developments to do just that.

Your profile is a form of marketing, and a significant marketing tool for your business.  Anyone can look at it and you should be mindful of making your profile look as professional as possible.

LinkedIn enables you to actively connect with people you have met at seminars, networking events or business appointments. Even if you do not think business will come of your connection now, you never know what that person will be doing, or looking for, next.

As I am sure you are aware, LinkedIn has turned into the social networking sight for business. Whilst sites such as Twitter and Facebook are all about maintaining relations with friends and pursuing personal interests, LinkedIn is about one thing; Business.

The importance of maintaining a good profile for yourself is paramount. You want people to see that you are ‘switched on’ and engaged within your own business community.

Here are the 5 basic steps for setting up your LinkedIn profile.

1. Photo – Make sure you have a professional, smart looking, headshot photo of yourself. Make sure the photo represents you accurately (less than 3 years old).

2. The Summary – this should be a succinct description of your current role.

3. Your Specialities – these are short terms that describe the market you operate in / your areas of expertise. For example ‘Telemarketing’, ‘Accountancy’ or ‘Intellectual Property Law’.

4. Groups – Join some groups that are relevant to your expertise. Groups are a great place to start discussions with those you are not yet connected with. This lets you show off your expertise in a certain field to a group of complete strangers.

5. Recommendations – These are possibly the most important thing to have on your profile! This provides the credibility you need to ratify all the other information on your profile. You can get recommendations from; senior colleagues, clients you have long standing relationships with, friends (for the more personal touch that a profile needs), your lecturers / teachers or old work colleagues.

So, head over to LinkedIn.com now and get connecting!

Click the link to view the article - Maintaining a Good LinkedIn Profile or to view the PDF click here.