Public Sector Marketing Case Study 1:

Campaign requirements & delivery:

Following a successful working relationship and proof of concept (focusing specifically upon Apprenticeships within the Manufacturing and Engineering sectors using RDA and ESF funding streams), SMART was awarded a long-term contract with this client to provide a bespoke proactive telemarketing model as an integral part of the college's Train to Gain initiative.

The key elements of the service are data sourcing, collation of LMI on a regional/local basis and by sector/sub-sector, and proactive appointment generation with ongoing pipeline management, to deliver a continuous stream of qualified Train to Gain leads to support the college's allocation targets. SMART's telemarketing activity focuses upon a variety of training and learning initiatives such as ESF funded projects, Level 2 NVQs, short courses, and in-company activities.

We source data within the college's target geographical Region. Data is then sub-set into LLSC catchment area and then further broken down by sector and employee bands. In this manner, we can coordinate the lead generation activity to support the required number of sign-ups, sector and geographic targets etc. The sectors that we are targeting include Hospitality, Engineering, Manufacturing, Retail, Transport, and Health & Social Care.

All of the above activity is coordinated and monitored via a bespoke extranet. The extranet has a hierarchy of permissions for external users, for example: Marketing & Communications Managers, Advisors (who may only need be able to view their own leads) and Commercial Managers (with overall responsibility for managing the relationship with SMART). All users can access their data, ongoing activity and MIS.

We provide a scaleable resource in order to deliver the following:

• Ongoing momentum to stimulate interest in Train to Gain - both immediate and pipeline opportunities.
• Accommodate increased response levels to direct marketing activity eg: targeted direct mail campaigns, local or regional radio advertising etc, to manage peaks and troughs of incoming calls and channel outbound telemarketing activity to support specific DM campaigns.
• Concentrated telemarketing campaigns eg. by sub-region or sector to achieve targets.
• Multiple/concurrent campaigns - focusing upon particular courses or demographics, short course programmes etc.

As part of our Train to Gain model we identify 'hot spots' within the region for potential training needs. EG: Areas where companies may not previously have been well serviced or have not historically had access to funded training.

We perform a Training Needs Analysis with each organisation contacted, to signpost the number of learners, courses required (inc. level) to ensure that the Advisors have a good understanding of the business and training needs of the company in preparation for the visit. The information is automatically sent to the Advisor via email when the appointment is generated, and is also accessible via the Extranet.

SMART has generated a combined total of 3000+ learners for the target geographic region, exceeding the client's original targets, with a pipeline of a further 1500+ learners ongoing. In fact the original allocation for the client was increased based upon the initial success of the campaign and the tangible pipeline leads that are being generated and managed collectively by SMART and the client.

The SMART Train to Gain model involves delivering qualified appointments to your criteria, and developing long-term pipeline opportunities for the client. For example: In food manufacturing staff turnover tends to be high, with a low skilled workforce and large employee numbers. In a typical scenario, a food manufacturing company may yield 200+ learners initially, then annually and in some instances, twice a year due to the nature of the industry.

Want to know more?

At SMART we're highly experienced in Public Sector Marketing. SMART is the preferred supplier for a wide range of public sector organisations including LSCs, Business Links, Universities and Colleges, delivering inbound and outbound call solutions, full admin support and online MIS. Call us now for a chat on 01270 503291 to discuss how we can help develop your public sector marketing strategy or email us and we'll contact you at the best time that's most convenient for you.

View SMART Public Sector Marketing Case Studies:
Case Study 1 | Case Study 2