Client Profile
11 Partner full-service practice offering specialist sector expertise in education, from 3 offices based in the South of England.
The Service
Chartered Developments was instructed to undertake a telephone marketing campaign for the specialist Academies Team; providing advisory, audit, tax, VAT and corporate finance services to primary schools, secondary schools, 6th form colleges and universities.
Target Data
Our data team obtained a list of primary and secondary schools, 6thform 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 estimate d 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. Awareness of our client’s specialist capabilities continues to be established within the education sector, as the project with Chartered Developments is on-going.
